"Shamu attack exposes social media risk." What?

The Orlando Sentinel meticulously explains all the "problems" Sea World had with its social media initiatives following the tragic death of a trainer this week:

When big companies like SeaWorld use Facebook, Twitter and blogs effectively, they scrape off a layer of shiny corporate veneer and engage in a more intimate relationship with both customers and critics.

We are seeing just how difficult it can be for companies to navigate that newfound intimacy with the death Wednesday of killer whale trainer Dawn Brancheau.

The tragedy forced SeaWorld to temporarily suspend comments on its Facebook site, react swiftly on its blog and, most dramatically, silence its enormously popular Twitter account written from the voice of Shamu himself.[...] It would be easy to use Brancheau's death to point to the risks a company takes when it stops communicating with its customers and the media solely through official press releases and, instead, opens the door to a two-way conversation with an element of edgy humor and candor.

But, in fact, 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.

Eventually, the piece gets beyond its sensationalistic and technophobic headline and acknowledges that social media can actually be a positive in crisis situations. Direct, two-way communication with customers and fans is not a negative, even when tragedy strikes. Common sense and decency provides the road map and Sea World is doing well.

Sea World's Facebook page includes this latest post:

Our thanks go out to the many people that have expressed concern for our SeaWorld family. We're closing down the wall this evening, but will resume tomorrow.

That's an appropriate measure, as is re-engaging with the public after a short pause. An earlier post also informed page visitors that crude or insensitive comments would be deleted -- also an appropriate step. Staying engaged with the public doesn't mean you have to tolerate classlessness, or that an organization cannot pause to collect itself, especially following a death.

The Sea World tragedy illustrates that the corporate use of social media does not create risk. The conversations about company crises will happen with or without the company itself being engaged. The only risk is in not participating at all.

I wanted to leave a comment on the Sentinel's detailed analysis of Sea World's social media strategy. But the Sentinel's site does not accept comments on the piece.