Virgin Atlantic's Richard Branson flies to the rescue as brand takes online hit

Even as his Indian version — Vijay Mallya — has found himself in the thick of financial woes, the original Richard Branson is standing his ground and dealing with the new controversy brewing on his turf.

As his airline staff is facing accusations of racism by a Chinese passenger on board a Virgin Atlantic flight, the tycoon has posted a heartfelt letter about the dangers associated with knee-jerk reactions to things posted on social media.

According to reports, a Chinese passenger onboard Virgin Atlantic Flight VS250 on March 1 reported being racially abused by a Caucasian male. She then claims that Virgin Atlantic's cabin crew threatened to throw her off the flight instead of coming to her aid. She posted her account of the incident online and since then, Virgin Atlantic's social media accounts have been flooded.

Apart from an internal investigation that submitted its findings, Branson weighed in on the incident in a letter.

"The superfast age of social media and hyper-connectivity brings with it an enormous range of benefits. But as social media expands, we also have to be careful about how it is used," he wrote in it.

Unfortunately, the result of the insta internet anger has resulted in the airline's staff being abused online.

"Sometimes the consequences of jumping to conclusions can have a significant impact," Branson wrote. He closes the letter by imploring those who are as keen on social media as he is to practice moderation. "I love posting on social media and will continue to do so. But before you send a tweet or post a comment, ask yourself if you would be happy to say that to someone face to face. It is a great leveller and may prevent you shooting from the hip and saying something you will later regret."

Love posting on social & encourage everyone to share, listen & learn from one another in productive & inclusive way https://t.co/jnc1N7c5gT

— Richard Branson (@richardbranson) March 18, 2016

As a leader, it is absolutely critical to hear all sides of the story before jumping to any conclusions https://t.co/jnc1N7c5gT

— Richard Branson (@richardbranson) March 18, 2016

Really sorry to hear about an alleged incident on flight VS250. We do not tolerate abuse and @virginatlantic are investigating.

— Richard Branson (@richardbranson) March 18, 2016