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Contents: The case study examines how KLM Airlines learned from its experience during the 2010 Iceland ash cloud, and moved from using social media only to make marketing announcements, to using it for customer service, communication and sales, with a customer centric focus.

Communication in marketing. --- Emergency management. --- Communication in marketing --- Customer relations --- Social media --- Marketing --- KLM (Airline) --- Eyjafjallajökull Volcano (Iceland)

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Consumer behavior. --- Branding (Marketing) --- Consumers --- Electronic commerce. --- Mobile commerce. --- Social media --- Strategic planning. --- Attitudes. --- History. --- Marketing.