Case Study 2 – Bridget Jewell, Mall of America and Brant Richardson, Bloomington Police Department

The Girl Who Cried Wolf….digitally

And the consequences of her actions

We have all heard the story of the girl who cried wolf, but as an organization are we prepared to react when it happens? Mall of America experienced three on-property suicides in close succession – a crisis situation that needed addressing on many levels. Amid the stress and chaos of these trying circumstances, the Mall also received suicide messages via social media. Not knowing the source of the messages, the Mall and its communications/digital team jumped into action to make every effort to verify the threat and identify and locate the person. Countless staff and police hours later, the source was identified. Following is the story.