American Airlines’ recent inspection fiasco grounded hundreds of planes, caused thousands of flight cancellations, and will, according to the Dallas Morning News, cost American Airlines tens of millions of dollars. But, in the heat of the event, Amercan’s website was virtually silent about the crisis. What could American have done differently? At the very least, it should have given the public a “context” for the situation and drawn upon the substantial resources naturally evolving on the internet for help. And it could have started a dialogue with its disgruntled customers.