1. How might SeaWorld’s Dan Brown have better handled his initial press conference after the accident?

2. Going forward, how might SeaWorld use social media to heal and strengthen its relationship with the public?

Over the years, thousands of Orlando’s SeaWorld visitors have been enthralled by the skilled antics of resident whales and their trainers. Most people recognize that at least some risk to the whales’ trainers is involved, partly because of the gigantic size and strength of these mammals. But no one expected the tragedy that unfolded when a veteran trainer was yanked into the water by her pony tail by one of her favorite partners, Tilikum the Orca whale. Within moments, the trainer lost her life.

SeaWorld faced a huge public crisis in which communication would prove to be crucial. The company was immediately bombarded with demands for answers. Were consumers in danger? Should all of SeaWorld be shut down? The fate of Tilikum (“Tilly”) was called into question—should he be safely quarantined or put down? Were there other, equally dangerous animals performing at the theme park? All of these questions were overshadowed by the fact that SeaWorld, including its managers and employees, had lost a beloved colleague.

SeaWorld immediately halted all Orca whale shows at its Orlando location as well as its sister parks in San Antonio and San Diego while details of the tragedy were reviewed. Although Orlando SeaWorld President Dan Brown held a press conference shortly after the event, crisis experts pointed out that he faltered when he didn’t correct the local sheriff’s spokesman, who stated that the trainer had accidentally fallen into the water alongside the whale. Brown only said, “She drowned in an incident with one of our killer whales.” When it was later revealed that Tilly had actually pulled the trainer into the water, Brown’s credibility was tainted. Once the discrepancy was cleared up, SeaWorld made its head trainer available to answer further questions posed by the press and explain more thoroughly SeaWorld’s training methods. 

SeaWorld fielded accusations and attacks from all sides—from frightened families to animal rights advocates. As rumors began to swirl about Tilly’s rambunctious history and his ultimate fate, it became apparent that there would be no easy solution. “If [SeaWorld] were to make even the slightest hint or suggestion that [Tilly] should be put down, I can only imagine the backlash that would come from animal rights groups from around the world on that one,” observed Steve Huxter, the former head trainer at Sealand of the Pacific, where Tilly lived before being transferred to SeaWorld.

Meanwhile, another wave was gathering to sweep across SeaWorld’s shore—this time in the form of Facebook and Twitter. SeaWorld was one of the early big companies to recognize the value of direct interaction with its customers by establishing a Facebook site and Twitter account. Both accounts were now deluged with comments from worried fans and barbs from critics. Eventually SeaWorld was forced to shut down its Facebook wall temporarily because of reportedly inappropriate photos relating to the tragedy. And @Shamu, the popular Twitter blog “ghostwritten” by Shamu the whale, was silenced.

But the Facebook site was reactivated shortly thereafter, and SeaWorld spokesman Fred Jacobs encouraged people to revisit it. He said that SeaWorld only censors postings that contain profanity or harassment, or would be insensitive to the trainer’s family and friends. “If you were to get on Facebook right now and ask a question about the morality of keeping whales in captivity, we’ll get back to you,” Jacobs promised. “Now is not the time to circle the wagons. There’s a value proposition between a company and the people who follow it on social media.” While some people were skeptical about the wisdom of opening itself up to so much direct interaction with the public, SeaWorld officials were firm in their stance: this was their cue to listen.