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As Malaysia Airlines struggles to stay aloft following the mysterious disappearance of Flight 370 over the Indian Ocean and the downing of Flight 17 over eastern Ukraine, the airline’s Facebook page and Twitter accounts have become something of a public condolence book as well as a brand rebuilding strategy.
A spokesperson for Malaysia Airlines confirmed the importance of social media to their go-forward communications strategy. “Social media has been one of the crucial tools at our disposal in managing the aftermath of MH17.