The Pros and Cons of social media in the airline industry

Social media has proved to be a successful marketing and customer service tool for airlines through interaction and engagement with customers and potential prospects. Airlines have successfully promoted, driven sales for their products and services and gained valid information about their customer. Unfortunately for all companies including airlines, social media can go horribly wrong.

In 2011, Qantas launched a campaign on Twitter using the Hashtag #Qantasluxury asking customers to post a story about their experience with Qantas. The response was sarcastic and negative leaving Qantas red-faced.

 

In 2013, US airways were attacked on social media in regards to an incident involving a blind man. The blind man and his service dog were kicked off a flight for being disruptive – not listening to instructions. It is reported that the blind man refused to secure his dog for take-off and soon after was escorted off the plane with a number of outraged passengers. Tweets and Facebook comments were instantly posted causing a major backlash and outrage from passengers and a call to boycott the airline. Passengers on board the aircraft had accessibility to Wi-Fi and internet and posted a number of tweets and Facebook blasts. Below is an example of a Tweet from an on-board passenger

Sophie B‏@sophie_ba 13 Nov 2013

blind man and his dog just got kicked off @USAirways after we've been on the tarmac an hour, bc dog wiggled a bit. Whole plane outraged.

·         Retweets 31

With the increasing accessibility to internet connection through smartphones, tablets and Wi-Fi, travelers are almost always connected to the internet posting reviews, photos and comments on a public platform – both good and bad. Airlines need to ensure they have a strong digital marketing strategy and are quick to respond.

Social media fails and negative feedback occurs for all airlines due to the nature of their operations – delays and logistical issues. Airlines must introduce strategies to overcome negativity on social media and prevent social media mistakes. These include public apologies, responding to feedback promptly, learning from mistakes and continually focusing on the benefits of social media - customer engagement, market reach of new and target audience, knowledge of customer perspective and increasing brand presence and awareness.