What happened to create achange? JetBlue started off with just a Blog for its customers and employees to use. The Blog fell through after only a couple of months On February 14, 2007 the company had thousands of flight cancellations due to weather, this caused communications to go out. This stranded thousands of customers on Valentines Day
What they did to fix the problem After the Valentines Day incident the CEO went to YouTube to apologize to fans JetBlue thought that a YouTube apology would be more sincere and effective than a press release or public announcement
It worked When the video hit, customers responded positively to the video calling it genuine and authentic CEO Neeleman also announced the Customer’s Bill of Rights, which outlined the policies that the air line would go through if some catastrophe happened again
Social Media With the YouTube apology it showed JetBlue that social media was a way to repair damages and interact with customers JetBlue now has twitter, and facebook accounts. They have 1.6 million followers on their Twitter which they use to answer questions and engage in full conversations with customers Their Facebook has close to 680,000 fans
Sources https://twitter.com/JetBlue https://www.facebook.com/JetBlue?fref=ts Social Media Marketing: A Strategic Approach By: Barker, Borman, and Neher http://www.southernsavers.com/2012/08/jet blue-coupon-code-20-off-flights-823-only/ http://technorati.com/social-media/article/is- social-media-really-overrated/
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