Comments on: Airline brands must understand that social media is like a BBQ cookout party

By: Airline brands must understand that social media is like a BBQ | Indoor Grills

Wed, 03 Jun 2009 06:18:16 +0000

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By: Shashank Nigam

Shashank Nigam — Fri, 22 May 2009 08:14:43 +0000

@Michelle: You make a great point about listening. On the technical side, especially on Twitter, here’s how “Listening” helps. Once you follow someone, he or she can send you a Direct Message, which is only visible to you. That means, your followers are able to have with you private conversations, which many of them might be comfortable with, and frankly…might just work better for the airline! Wouldn’t an airline want a customer service mishap be sent as a DM, rather than a message to all?

@Rico: Thanks for the inspiration for this article =)

By: Rico

Rico — Fri, 22 May 2009 07:53:55 +0000

@Michelle and @Shashank

Totally agree with Michelle. If you have a glimpse at Lufthansa’s twitter channel, you’ll recognize 2 things: in German only, which I can accept, because Germany is their domestic market, but secondly, they follow NIL people. Are they just listening to the twittersphere through twitter search or don’t they want to interact with their customers?

By: Michelle Batten

Michelle Batten — Fri, 22 May 2009 00:46:10 +0000

Hi Shashank –

I think what has worked well are the airline brands who used Twitter to LISTEN and engage their customers needing help with flights, bags, etc. first. The intention was customer-facing, i.e. how can I help someone. Given the terrible customer experience ratings within the airline industry – this was a smart move. Then, once these brands proved they were committed to helping and conversing with customers, they added marketing offers such as discount fares and special upgrades. JetBlue and Southwest are the role models in the category.

Going forward, I really think the airlines should maintain a focus on utility by making the flight experience as smooth as possible. Airlines who use the social media tools to do that will garner and command a serious following.

Cheers,
Michelle Batten
@iMWConnect