Social Networks can also damage a firm with bad publicity as British Airways (BA) and Virgin Atlantic have discovered. Virgin fired 13 of its cabin crew because they had posted derogatory comments about safety standards and some of its passengers on a Facebook forum, while British Airways started investigating the behavior of some employees who had described badly some passengers in Facebook postings. It says that they sign a specific policy which forbids posting information regarding the firm, without authorization. But Communications specialists say that the rise of social networks make it all the more important to insist on online guidelines more frequently. Phil Gomes from a PR firm, urges companies to frequent “online watering holes” where people exchange their points of view about their firms.

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