Jen Bradburn over at The Google Consumer Packaged Goods Blog has a fantastic post that takes a look at the impact of a crisis on search and offers some great advice for companies to consider for the future.
Google notes that breaking news fuels searches and a tremendous surge in content - from both news and blogs. This drives interested parties to act quickly to get their messages out via Google Adwords.
Google recommends that companies:
- Ensure the official information is available by immediately routing searches to the press release and official statements the moment it is available online
- Use content targeted Adwords to make sure their position gets heard
- Leverage sight, sound and motion for impact - as JetBlue did
All great advice.
