Should a brand’s social media voice (like JetBlue’s) change during a crisis?

Following the JetBlue crisis last week, many people wondered why the airline was so quiet in the face of massive criticism from its fans. Now, the company is being lauded for keeping calm. Unlike the recent Nestle tirade in which its administrator went gonzo on its followers, JetBlue maintained a serene facade. It must have been hard to listen and not have a knee-jerk reaction. Indeed, sometimes not responding right away proves to be the best response. — Claire Celsi  Related TMZ Steven S…