Feedback could be hard to come by even with the best social media strategies. Simply implementing an internal social media team isn’t a magic bullet solution for company outreach. Updating a Facebook page or composing clever tweets may work for some companies and not others. Jon Bird, Creative Manager for Social Media at American Airlines, spoke at the Feb. 3 SMCKC Breakfast. Bird presented the necessary social media strategies @AmericanAir uses to interact with their customers.

Strategy

Approximately 250,000 people fly with American Airlines daily and have around 35,000 social media interactions weekly. As Bird mentioned, there is a lot of interactions customers go through in one trip with American Airlines. What some would consider “normal” social media outreach to gain feedback probably wouldn’t suffice for such a diverse clientele interaction experience. Therefore:   

GOAL: Optimal Interaction.

Social Media is quickly becoming adopted amongst the general population, and most of us recognize that corporations are picking up the pace as well. Ads, customer service, and support for most companies are now being tied into social media.

We all have a story where a brand has irked us, then wowed us. Whether it was a faulty product, a substandard meal, or problems with billing, brands can drop the ball on individuals. After mentioning it on social, brands swoop in like a white knight to save the day. When I experienced an above-agreed amount on my cable bill, I contacted the provider to have it corrected.

Through a series of calls I was shuffled from one associate to another, with no call-backs or updates. So, I took the campaign to the web. All it took was a single tweet:

                “@CableCompany I have never been treated so poorly in my entire life”