| Airlines’ Social Media like Passenger Satisfaction – Poor |
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| MI Blog - Social Media |
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The US airline industry has proven slow to adopt social media as a tool for engaging and communication with customers. No surprise considering airlines continually receive low marks for communicating with passengers especially during weather, system or mechanical related delays. Southwest Airlines is a standout given their dedicated staff monitoring social networking sites like Facebook and Twitter for passenger comments both good and bad. By monitoring what their customers are saying online, Southwest can address negative issues faster and continue programs receiving positive comments. Most other airlines who are using social media follow a model similar to that of website usage in the late 90’s when most companies used them as brochure-ware or to post coupons. Airlines such as Delta are only using their Facebook profile to post fare sale announcements rather than as a tool to fully engage their existing and potential customers. As airlines seek to improve their abysmal satisfaction ratings they should increase their usage of social media to improve communications with the flying public who are thrilled to receive any type of update and information regarding their current delay. After their travel, customers who feel their complaints and suggestions are heard by the company tend to express a higher level of satisfaction. Go social airlines! |