Qantas has drawn flak on Twitter because it grounded its fleet of jets and then published a succession of stilted tweets about the ensuing chaos. Industry watchers suggested that top executives had intervened to ensure that the airline's Twitter team stayed on message. "The Qantas Twitter account sounds like it's read from a script. ... They've been gagged by senior Qantas people who don't understand how to make the best use of Twitter yet," one marketing executive said.

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