Directivos ante situaciones de crisis. El uso de LinkedIn por parte de la CEO de Metro de Madrid durante la borrasca Filomena / Senior managers in crisis situations. The use of LinkedIn by the CEO of Metro de Madrid during the storm Filomena

In January 2021, the storm Filomena paralysed Spain. One of most affected cities was Madrid, which suffered a general collapse for several days. Metro de Madrid (underground railway company and one popular public services in city) continued to provide service its users. Silvia Roldan (CEO Madrid) wrote daily post on LinkedIn explain users what problems they were facing, how being solved ensured. is an underground that inaugurated 1919. It extends over 294 kilometres distributed 302 stations. employs 7,000 persons. Other data are: 2,400 cars, 8,758 security cameras, 1,263 vending machines, 2,424 tele-indicators, 1,703 escalators, 541 lifts 5,386 intercoms. "LinkedIn social network has great attraction, you are addressing professional audience, judges basis work do", says CEO interview conducted illustrate this research. This research based two hypotheses: 1) crisis context, direct communication between company's executive stakeholders reduces uncertainty helps restore institutional equilibrium; 2) possible find paradigmatic model type with specific stakeholders. carried out quantitative qualitative analysis using content Roldan’s posts during Madrid. case gives us some lessons as main results. optimal platform communication, especially if we want transmit moderately long messages, nuances, aimed at audience willing listen dialogue. colloquial friendly tone used her justified (Filomena crisis). She company, witness facts responsible solutions implemented. uses first-person narrative, produces closeness good remedy against uncertainty. complements transmitted through media channels, use more aseptic formal tone. The photographs published establishes emotional links author readers. Readers feel like facts, when photograph subjective close-up. LinkedIn, despite not Madrid's channel, useful valuable communicating emergency situations, even personal less way than other platforms. Perhaps greatest virtue target specialised can be proactive resolution emergency. situations still under-researched compared platforms such Twitter, Facebook, WhatsApp or Instagram. article part competitive project: “Crisis Social Media. Study Spain design information protocols institutions (COMCRISIS - PID2019-109064GB-I00)” granted funded by Ministry Science Innovation Spanish Government.