As an Orlando, Fla- based agency, we have an inside track to the news that comes out of some of the happiest places in the world, our local theme parks. One of these is none other than the home to the world’s most famous killer whale, Shamu. This is, of course, the moniker used for their whales and especially for their largest whale, a male nicknamed “Tilly.”
Tilly (or Tilikum) has had a somewhat eventful existence that has spanned several locations in captivity and multiple occasions of frightful outbursts with his trainers, but none like the one which took place this week – spelling fatal tragedy for one of Sea World’s best trainers, Dawn Brancheau.
As the news of the trainer’s death-by-whale-attack spread across the globe (within minutes reports had reached CNN status), the more than 10,000 followers of Sea World’s Shamu mouthpiece on Twitter, @Shamu, wondered what would happen to the real whale’s virtual mascot. Known for his funny “tweets” and humorous comments, any comment from him would have been inappropriate and Sea World recognized that. After multiple days of silence, he tweeted his last tweet.
At this difficult time, @Shamu will not be active. For Twitter updates follow @SeaWorld_Parks. http://bit.ly/b0oU3l
It’s truly sad to see Twitterville a little quieter without this witty voice, but as a PR professional, I completely agree with Sea World’s decision to, at least temporarily, suspend the account that mimics their world famous whale and instead focus on their overall theme parks. As Orlando Sentinel Reporter Beth Kassab smartly commented, “this heart-wrenching crisis will ultimately reveal the strength and resiliency of a brand that establishes a loyal customer base that feels a more personal connection to a business.”
While I’m not privy to its crisis communications plan for when an event such as this happens, Sea World has done a brilliant job with its social media efforts and is doing its best to respond to tragedy by scaling back appropriately. I suspect their brand will recover as a result. Who knows, someday we may once again hear the voice of @Shamu again…
If you find yourself in the midst of a crisis situation and would like to speak to the area’s reactive communications experts, please contact Massey Communications at 407-581-4222 or info@masseycommunications.com
Tags: Beth Kassab, CNN, Crisis Communications, Dawn Brancheau, Orlando, Orlando Sentinel, Sea World, Shamu, Social Media, Theme Parks, Tilikum, Tilly, twitter