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    Airline e book Airline e book Presentation Transcript

    • How to use Social Media in the... Airline Industry By: Exploring the use of social media Alexis Groves Katie Hibsonwithin the airline industry to improve Jessica Kuhn Emily Law relationships with constituents Katy Leuschner
    • Table of Contents 3 - Introduction 11 - YouTube Case Studies 4 - Twitter 12 - Online Newsroom 5 - Twitter Case Studies 13 - Online Newsroom Case Study 6 - Facebook 14 - Conclusion 7 - Facebook Case Studies 15 - Conclusion Continued 8 - Blogs 16 - Work Cited 9 - Blogs Case Study 17 - Work Cited 2 10 - YouTube 18 - Work Cited 3 How to use Social Media in the Airline Industry Pg. 2
    • IntroductionPurpose: Objectives:The purpose of this e-book is to assist the airline · To help your airline industry understand the importance ofindustry with the proper utilization of social media the utilization of social mediatools in order to reach out to their publics and establish · To familiarize your airline industry with several di erenta foundation of two-way communication. Social social media tools available to usemedia tools such as Twitter, blogs, Facebook, onlinenewsrooms, and YouTube are available for the industry · To provide speci c case studies that illustrate how theseto use, however there are important guidelines that social media tools can be used e ectively and ine ectivelycompanies should follow. · To provide your airline industry with our “Top 10 List” ofWe want to show that the airline industry is not only important social media tipsrestricted to an airport. The industry can communicatewith its stakeholders virtually through social media,not just physically. According to author Joel Postmanof SocialCorp, the overall goal for companies that usesocial media should be to reach their constituentswhere they live, work, and play.11. Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print. How to use Social Media in the Airline Industry Pg. 3
    • Twitter Twitter, the not-so-formal negative comments gives your company microblogging social media tool, is a an opportunity to connect with your crucial component in building customer consumers as well as the bene t of conversations. The website allows brief free, honest feedback. It is the perfect messages (140 characters or less) to be medium to advertise promotional ight posted to the public account, and helps deals quickly and e ectively to a large your company listen to your audience, and can be mobilized quickly customers, track trends, to communicate during a crisis or handle“ Twitter allows a company and direct tra c to your customer service issues.to monitor what is being said company’s website.1 Twitter Directory Journal blogger Shana can help foster an attitude of Albert o ers tips in what people areabout their company... ” trust towards your company as well as improve customer looking for with Twitter. She lists traveling recommendations, suggestions, and relations. miscellaneous tips as the top hot The airline industry is one that stands topics tweeted about airlines.3 Your to bene t substantially from Twitter. company should absolutely consider Twitter allows a company to monitor incorporating Twitter into your social what is being said about their company, media platform if you want to get a using tracking methods like Splitweet. competitive edge and closely monitor com.2 Responding to both positive and the satisfaction of your customers.1. Mardesich, Jodi. “Business Uses For Twitter,” Inc. Technology. Updated 2010. Retrieved 4 February 2011.2. Splitweet.com. Updated 2011. Retrieved 26 January, 2011.3. Albert, Shana. “How Airlines are Using Social Media,” Directory Journal. Published 29 December, 2009. Retrieved 23 January 2011. How to use Social Media in the Airline Industry Pg. 4
    • Twitter: Case Studies Delta Airlines Ignores Twitter and Pays the Price Twitter can be your worst nightmare if you are not tuned into what is being said online about your Virgin America on Top of own company. Delta Airlines learned this lesson the Their Twitter hard way when Andy Azula, senior Vice President Creative Director of the Martin Agency, used Twitter An online article1 by Advertising Age detailed the to complain about Delta mishandling a ight delay. saga of a man who was tweeting about his unhappiness He linked a letter to his Twitter account describing the with the ight service while en route to Boston. incident and detailed how he missed several important Seeing his criticism on Twitter, a Virgin America team engagements.2 was waiting for him when he landed to address the Instead of responding to his Twitter outburst, customer service issue and ask if they could be of any Delta said they were in the midst of developing assistance. Virgin America’s response is a prime example their social media policies for Twitter. Their refusal to of how Twitter can be utilized to provide fast responses respond to an unhappy passenger and participate in and allow a negative situation to be corrected quickly. the online discussion was a basic mistake, especially when there were so many negative comments posted in response to Azula’s story, according travel blogger Chris Elliot. The value of Twitter lies in the ability to respond to problems immediately and communicate quickly with customers; however, it only works when you participate in your end of the conversation.1. Bush, Michael. “How Twitter Can Help or Hurt an Airline,” Advertising Age. Published 16 July, 2009. Retrieved 23 January 2011.2. Wheaton, Ken. “UPS Guy Goes After Delta Airlines,” Advertising Age. Published 15 July, 2009. Retrieved 5 February 2011. How to use Social Media in the Airline Industry Pg. 5
    • Facebook Facebook has the power to popular; KLM’s playful nature is dominated site, Facebook is also thebe a powerful force in the airline illustrated through their luggage tag perfect medium to access customers.industry, with the best use as a application, which allows travelers It can provide invaluable bene ts toforum for discussion and interaction to create their own personalized your company if utilized correctly.between customers and your tags.2 Posting videos or picturesairline. The carriers with the most about the newest ight feature givessuccessful online presence are those customers new information as wellwith active, helpful conversations as bragging about your airline.3 Yourwith users via the Facebook company can easily and quickly post“wall.” Informal, friendly bonds are information and updates about aestablished, leaving your customer crisis, as shown during an April 2010with a feeling of goodwill towards volcanic eruption in Iceland thatyour company.1 paralzyed the airline industry for Facebook can be a fantastic over a week. Airlines used Facebooktool to display your airline’s brand, to reassure travelers, providebrag about a new product, or updates, and answer panickedhandle a crisis. Fun, user friendly questions from customers.4applications have proved very Despite its reputation as a teen-1. Astrom, Jesper. “5 Valuable takes from Airlines use of Facebook – the “snow fog story”. JesperAstrom.com. Published 20112. JetBlue Airways Corporation. “JetBlue Airways Introduces Go Places Application on Facebook® Platform”. Stockhouse.com. Published 2011. Retrieved 12 February 2011.3. May, Kevin. “How the top ten airlines in the world use Facebook”. Tnooz.com. Published 2010. Retrieved 12 February 2011.4. Levy, Dan. “How Airlines Handled the Ash Cloud – Engagement Checkup”. Sparksheet.com. Published 2010. Retrieved 12 February 2011. How to use Social Media in the Airline Industry Pg. 6
    • Facebook: Case Studies United Airlines Misreads Situation in Time of Crisis United Airlines made the mistake of appearing Delta Airlines a Step Ahead insensitive and thoughtless with their opening Facebook page during a winter storm in December with Facebook Application 2010. Flights were grounded and travelers were Delta Airlines proved their social media savviness stranded, and instead of using the opportunity to when they announced the addition of a ticket booking connect with stranded travelers and communicate application on their Facebook page. The “Book A updates and advice, United’s opening Facebook page Trip” tab allows a customer to reserve a ight and was an advertisement informing customers of their tell a Facebook “friend” about the trip, facilitating the ongoing promotional program for the American process of reserving seats together. Including friends Cancer Society. The advertisement was not appropriate in the booking process was not only a smart business for travelers desperate for information about how to move, but also a nod to the core value and attraction get home.2 of Facebook itself – the capacity to easily connect and network with friends. By including the application on their Facebook page, Delta has made themselves available to a broader range of potential customers.11. Bhaduri, Ranjan. “Facebook Users Can Now Book Delta Airlines Flights Using Their Accounts”. Thaindian News. Published 2010. Retrieved 12 February 2011.2. Astrom, Jesper. “5 Valuable takes from Airlines use of Facebook – the “snow fog story”. JesperAstrom.com. Published 2010. Retrieved 13 February 2011. How to use Social Media in the Airline Industry Pg. 7
    • Blogs Corporate blogging is one of the away from their overwhelming nancial best ways to communicate a message problems and instead directed customers to an audience. Airline corporate blogs to read about the inner workings of should be a two-way conversation Ford, resulting in a positive response between the company and the public, from consumers and a complete image with transparent, personable posts.1 turnaround for Ford.4 Don’t worry about advertising your blog Even though anyone can write a initially; as the blog grows in blog post, managing a corporate blog“ ...blogs should be a two- popularity, viral marketing will take over and determine success should not be a community e ort; instead, appoint one or two social mediaway conversation between the or failure.2 Don’t be afraid to savvy individuals to run it who willcompany and the public... ” use Twitter and Facebook to encourage fans to check out the dedicate a strong focus to maintaining the blog.4 The blog conversations between blog.3 your airline and consumers will soon build Blogs are also a perfect platform to a community around your brand, and gain build or x your company’s reputation. loyal fans and customers for life. Ford car company transformed their negative reputation by creating their Fordstory.com blog. They took the focus1. Fieseler, C., Fleck, M., Meckel, M. “Corporate Social Responsibility in the Blogosphere.” Journal of Business Ethics. Published February, 2010. Retrieved 22 January 2010.2. Coman, C., Paun, M. “The image of the public institutions and new technologies.” Romanian Journal of Journalism & Communication. Published 2010. Retrieved 22 January 2010.3. Falls, Jason. “Is Your Blog A Social Media Hub?” Social Media Explorer. Published 3 March, 2010. Retrieved 22 January 2010.4. Patel, Kunar. “You’re using social media. But just who is overseeing it all?” Advertising Age. Published 22 March, 2010. Retrieved 22 January 2010. How to use Social Media in the Airline Industry Pg. 8
    • Blogs: Case Study Southwest Airlines Sets the Bar High for Blogs Southwest Airlines gets it. Their social media presence is based on blogging, and their blog “Nuts About Southwest” earned a spot in the PR News’ Hall of Fame in October 2010. Paula Berg, Southwest Airline’s chief blogger at the time of the award, described blogs as integral to a company’s success.1 “I absolutely view the blog as the anchor of the airline’s social media e orts,” said Berg in a blog post on debbieweil.com. Videos, photos, articles, polls, and surveys are the core content for the interactive Southwest blog, with readers able to customize their user pro les and connect with fellow blog readers.21. Weil, Debbie. “Q&A With Southwest Airline’s Departing Chief Blogger Paula Berg.” Social Media Insights Blog. Published 30 December, 2009. Retrieved 22 January 2010.!"#$%&(&)(*+,#-./"#012#3%4#56789(77#5*%:7#;9+#<=/#3=(/#-&(#>6??(77@6*"A#>%?8;*#B(+8;#CD;.89(&"#$6E*87=(+#!F#G;96;&/#!211"#H(&8(I(+#F#J(E&6;&/,#!211" How to use Social Media in the Airline Industry Pg. 9
    • YouTube YouTube is the most well-known free entertainment service. A typical online video forum used today. Users of YouTube audience is diverse and social YouTube can upload home-made videos media savvy, and can be used as a and post them for the world to view springboard to get those viewers to and comment. Although just a hobby check out your blogs, Facebook pages, for some, businesses are beginning to and Twitter accounts. pick up on this social media tool to post However, YouTube does not commercials, CEO speeches, and virtual allow airlines to engage in two-way tours of companies, products, and cities- dialogue with their customers, which is -for free.1 Instead of reading about a a major drawback in an age where the company’s latest decisions through blogs, conversation with the customer is of Facebook posts, and Twitter tweets, utmost importance.3 YouTube may not stakeholders can use YouTube to actually be the best choice for your company to “see” for themselves. engage in detailed consumer dialogue, YouTube has about 20 million views but YouTube still holds value in the per month, giving your company access ability to provide a visual medium – a to a huge potential customer base2; that service that is unique among all other statistic alone should encourage your social media tools. company to consider enlisting in this1. Male, Bianca. “How To Use YouTube To Drive Business,” Business Insider. Published 12 February 2010. Accessed 4 February 2011.2. Oricchio, Renee. “Marketing Your Business on YouTube,” Inc. Technology. Published 18 December 2009. Accessed 4 February 2011.3. Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print. How to use Social Media in the Airline Industry Pg. 10
    • YouTube: Case Studies JetBlue Forgets to Pull and Tries to Push YouTube should be used as a pull strategy, not push. JetBlue forgot that lesson American Airlines when they posted a commercial as the Uses YouTube to Keep opening application upon entrance to their website. Instead of providing their customers Stakeholders Up-to-date with their latest decisions, whereabouts, or American Airlines picked the perfect medium other news on the opening page, JetBlue to announce a new trans-Paci c joint business with risked losing potential customers to Japan Airways. Even though a press conference annoyance with their video promotion the was held announcing the joint venture, American company.2 Promoting a product or company Airlines still posted the video showing American should not be too obvious and forceful, but Airlines’ CEO alongside Japan Airway’s CEO at the should instead involve some creativity to press conference on their website. The video, while spark interests and maintain a consistent a duplicate of information that had already been audience.3 released, gave stakeholders the opportunity to engage in the visual medium method of delivery.11. “American Airlines and Japan Airlines Announce Commencement of Joint Business,” YouTube. Posted 11 January 2011. Accessed 4 February 2011.2. “JetBlue-Cancelled Game,” YouTube. Posted 18 November 2010. Accessed 4 February 2011.3. Oricchio, Renee. “Marketing Your Business on YouTube,” Inc. Technology. Published 18 December 2009. Accessed 4 February 2011. How to use Social Media in the Airline Industry Pg. 11
    • Online Newsrooms An online newsroom is a their constituents’ needs in mind, with separate, labeled tabs. All nancialfantastic way for consumers and the accessibility at the top of the list. There information should be accessible formedia to get information about your should be a prominent link on the your stockholders, and press releasesairline without making phone calls main page to the newsroom for easy and news items should be posted withand navigating websites. Created navigation and accessibility.1 Current, other current news about your airline.2with the media in the mind, an active links for contact information Employee biographies with photosonline newsroom gives journalists to your company need to be highly can also be added to the newsroom toa singular, easy source of complete visible on the page as well. Content humanize a faceless company.2 If yourinformation. By facilitating the should be available for every possible company has o ces around the world,information gathering process, constituent, possibly broken up by remember to include a languagejournalists will be more inclined to tab enabling readers to peruse yourpositively cover your company.1 newsroom in any language they When constructing an online chose.newsroom, companies must keep1. Yudkin, Marcia. “Online Newsrooms Save the Media Time and Frustration.” Creative Marketing Solutions. 2010. Retrieved 15 February 2011.2. Bruce, Stuart. “Social media newsrooms X factor at communicate corporate communications conference.” A PR Guy’s Musings. 4 May 2010. Retrieved 15 February 2011. How to use Social Media in the Airline Industry Pg. 12
    • Online Newsrooms: Case Study Delta Airlines Provides Top-Notch Resources to All Stakeholders Delta Airlines operates a consumer-friendly online newsroom that provides every piece of information imaginable. Organized by their di erent publics with a separate tab for each constituent, the simple, uncluttered main page is constantly updated with new press releases and information. Delta has set aside space for comments and complaints from customers and media alike, and links to Delta’s Twitter, homepage, and RSS news alerts are available as well. This easy-to-use newsroom has everything necessary for a consumer to get every piece of information they need in one place.1. Delta. Delta Air Lines Newsroom. Updated 15 February 2011. Retrieved 15 February 2011. How to use Social Media in the Airline Industry Pg. 13
    • Conclusion This entire book boils down to several basic social media concepts. We’ve outlined the top 10 most important points and complied a concluding “Top 10 List” to help you get straight to the point.1. Listen 4. Show the Personal Face of theCompanies should constantly be tapping into consumer Organizationconversations to monitor what is being said about the Customers nd it hard to trust a faceless organization.company – and jump in when necessary. Ignoring Instead, get the face of the brand out so consumers canonline conversations about the company is ignoring an relate to and connect with the company. If a consumeropportunity to improve the brand.1 can look at pictures, biographies, interests, and hobbies of the person they are talking with, customers will connect2. Be Transparent and trust the employee, with that trust extending to theLoyalty to a company comes only with authenticity. company and brand.2Shashank Nigam, founder of airline blog branding blogSimpliFlying, promotes the idea of complete transparency. 5. Be Informal“Make it clear to the customer what you’re trying to do,” Social media tools are not the place to espouse a strictlyNigam says.2 professional voice. Do not use slang, but do not talk down to consumers. Language matters – connecting with3. Create Buzz people in everyday language brings a comfort level to theBuzz, according to Nigam, is “absolutely essential.”1 conversation.4Conversation taking place independent of directcompany in uence is a good measure of a company’soutside exposure and has the ability to construct positiveexperiences for customers.31. Vara, Suzanne. “Quick Tips for Listening in Social Media.” Social Media Today. 12 July 2010. Retrieved 14 February 2011.2. Nigam, Shashank. “Social Media and the Airline Industry.” Aerlines Magazine. 30 December 2010. Retrieved 14 February 2011.3. Bulmer, Don. “Placing Value on Social and Online Media Buzz.” Social Media Today. 7 February 2011. Retrieved 14 February 2011.4. Macleod, Hugh. “Smarter conversations: “how do I want to change the way I talk to people?”. Gapingvoid. 3 September 2010. 2011. Retrieved 14 February 2011. How to use Social Media in the Airline Industry Pg. 14
    • Conclusion Continued...6. Stay Relevant 9. Go Beyond Crisis ModeSocial media tools are only useful if they contain what Too often social media is utilized exclusively to handlethe consumer wants. A company has to cater to their crisis situations. Companies are missing out on anconstituents according to how they like to receive opportunity to use social media to build loyalty and createinformation. Otherwise, consumers will not be in the same buzz for their brands, according to Nigam. That way, whenplaces your company is.1 a crisis does hit, the tools and trust are already in place to help repair damage.47. Short and SweetPeople are used to short, concise messages delivered 10. Pick the Medium Wiselyquickly. If a message is too long or complicated, customers Not every social media outlet is right for every business; dowill move on to the next interesting thing just as quickly. not use every media tool just because it is there. The key isKeep all social media messages focused and to the point.2 to nd the voice and personality of the company and see which media tool is compatible.8. Employ the Right PeopleSocial media must be handled by the right person –someone who is passionate about the job, understandsthe company’s mission, and understands the humanelement that is essential to all social media tools.31. Bulmer, Don. “Placing Value on Social and Online Media Buzz.” Social Media Today. 7 February 2011. Retrieved 14 February 2011.2. Bischoff, Dan. “7 Rules of Social Media and Creating Trust Around Your Brand, via Peter Shankman.” SEO Blog. Retrieved 14 February 2011.3. Radick, Steve. “Identify the Right People to Manage Your Social Media Initiatives.” Govloop. 11 August 2011. Retrieved 14 February 2011.4. Waldstein, Arnold. “Social media…Few rules. Powerful tools. Endless opportunities.” Social Media Today. 10 October 2010. Retrieved 14 February 2011. How to use Social Media in the Airline Industry Pg. 15
    • Works CitedAlbert, Shana. “How Airlines are Using Social Media,” Directory Journal. Published 29 December 2009. http://www.dirjournal.com/articles/airlines-social-media/. Retrieved 23 January 2011.“American Airlines and Japan Airlines Announce Commencement of Joint Business,” YouTube. Posted 11 January 2011. http://www.youtube.com/americanairlines#p/u/11/0HSU9TZx0KY Accessed 4 February 2011.Astrom, Jesper. “5 Valuable takes from Airlines use of Facebook – the ‘snow fog story,’” JesperAstrom.com. Published 2010. http://jesperastrom.com/social-media/5-valuable-takes-from-airlines-use-of-facebook-the-snow-fog-story/. Retrieved 13 February 2011.Bhaduri, Ranjan. “Facebook Users Can Now Book Delta Airlines Flights Using Their Accounts,” Thaindian News. Published 2010. http://www.tha-89+8;9"?%.K9(L74%&;*K(?=M9(L7K@;?(E%%NM67(&7M?;9M9%LME%%NM+(*;M;8&*89(7MO8:=7M6789:M=(8&M;??%697P122Q1QR!F"=.*"#H(&8(I(+#1!#J(E&6;&/#2011.Bischoff, Dan. “7 Rules of Social Media and Creating Trust Around Your Brand, via Peter Shankman,” SEO Blog. 18 January 2011. http://www.seo.com/blog/7-rules-social-media-brand-peter-shankman/. Retrieved 14 February 2011.Bruce, Stuart. “Social media newsrooms X factor at communicate corporate communications conference,” A PR Guy’s Musings. 4 May 2010. http://stuartbruce.biz/2010/05/social-media-newsroom-x-factor-at-communicate-corporate-communications-conference.html. Retrieved 15 February 2011.Bulmer, Don. “Placing Value on Social and Online Media Buzz,” Social Media Today. 7 February 2011. http://www.seo.com/blog/7-rules-social-me-dia-brand-peter-shankman/. Retrieved 14 February 2011.Bush, Michael. “How Twitter Can Help or Hurt an Airline,” Advertising Age"#$6E*87=(+#1S#G6*/#!22R"#=4TKK;+;:("?%.K+8:8;*K;&8?*(U;&8?*(Pid=137977. Retrieved 23 January 2011.Coman, C. and M. Paun. “The image of the public institutions and new technologies,” Romanian Journal of Journalism & Communication. Published2010. Retrieved 22 January 2011.Delta. Delta Air Lines Newsroom. Updated 15 February, 2011. http://news.delta.com/. Retrieved 15 February, 2011.Falls, Jason. “Is Your Blog A Social Media Hub?” Social Media Explorer. Published 3 March, 2010. http://www.socialmediaexplorer.com/social-media-marketing/is-your-blog-your-social-media-hub/. Retrieved 22 January, 2011. How to use Social Media in the Airline Industry Pg. 16
    • Works Cited 2Fieseler, C., Fleck, M., Meckel, M. “Corporate Social Responsibility in the Blogosphere,” Journal of Business Ethics. Published February 2010.Retrieved 22 January 2011.JetBlue Airways Corporation. “JetBlue Airways Introduces Go Places Application on Facebook® Platform,” Stockhouse.com. Published 2011. http://www.stockhouse.com/News/USReleasesDetail.aspx?n=8026894. Retrieved 12 February 2011.“JetBlue-Cancelled Game,” YouTube"##$%7(+#1V#W%I(.E(&#!212"#=4TKKLLL"/%66E("?%.KL;?=UIX&J-=NM1@!Y-Z@(;6&(X/%66E(P:+;;"#Retrieved 4 February 2011.Levy, Dan. “How Airlines Handled the Ash Cloud – Engagement Checkup,” Sparksheet.com. Published 2010. http://sparksheet.com/how-airlines-handled-the-ash-cloud-engagement-checkup/. Retrieved 12 February 2011.Macleod, Hugh. “Smarter conversations: ‘how do I want to change the way I talk to people?’” Gapingvoid. 3 September 2010. http://gapingvoid.com/2010/09/03/sc/. Retrieved 14 February 2011.Male, Bianca. “How To Use YouTube To Drive Business,” Business Insider. Published 12 February 2010. http://www.businessinsider.com/youtube-business-2010-2. Accessed 4 February 2011.Mardesich, Jodi. “Business Uses For Twitter,” Inc. Technology. Updated 2010. http://technology.inc.com/networking/articles/200809/twitter.html.Retrieved 4 February 2011.May, Kevin. “How the top ten airlines in the world use Facebook,” Tnooz.com. Published 2010. http://www.tnooz.com/2010/08/18/news/how-the-top-ten-airlines-in-the-world-use-facebook/. Retrieved 12 February 2011.Nigam, Shashank. “Social Media and the Airline Industry.” Aerlines Magazine. 30 December 2010. http://www.aerlines.nl/index.php/2010/social-media-and-the-airline-industry/. Retrieved 14 February 2011.Oricchio, Renee. “Marketing Your Business on YouTube,” Inc. Technology. Published 18 December 2009. http://technology.inc.com/internet/ar-ticles/200808/youtube.html. Accessed 4 February 2011.Patel, Kunar. “You’re using social media. But just who is overseeing it all?” Advertising Age. Published 22 March 2010. Retrieved 22 January 2011.$%&(&)(*+,#-./"#012#3%4#56789(77#5*%:7#;9+#<=/#3=(/#-&(#>6??(77@6*,A#Social Media Examiner. Published 25 January 2011. http://www.socialme-diaexaminer.com/10-top-business-blogs-and-why-they-are-successful/. Retrieved 5 February 2011. How to use Social Media in the Airline Industry Pg. 17
    • Works Cited 3Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print.Radick, Steve. “Identify the Right People to Manage Your Social Media Initiatives,” Govloop"#11##-6:67#!211"#=4TKKLLL":%I*%%4"?%.K4&%)*(7Kblogs/identify-the-right-people-to. Retrieved 14 February 2011.Splitweet.Updated 2011. http://en.splitweet.com/. Retrieved 26 January 2011.Vara, Suzanne. “Quick Tips for Listening in Social Media,” Social Media Today. 12 July 2010. http://socialmediatoday.com/indexphp?q=suzannevara/145837/quick-tips-listening-social-media. Retrieved 14 February 2011.Waldstein, Arnold. “Social media…Few rules. Powerful tools. Endless opportunities,” Social Media Today. 10 October 2010. http://socialmediatoday.com/index.php?q=arnoldwaldstein/199684/social-media…few-rules-powerful-tools-endless-opportunities. Retrieved 14 February 2011.Weil, Debbie. “Q&A With Southwest Airline’s Departing Chief Blogger Paula Berg,” Social Media Insights Blog. Published 30 December 2009.http://www.debbieweil.com/blog/q-a-with-southwest-airlines-departing-chief-blogger-paula-berg/. Retrieved 22 January 2011.Wheaton, Ken. “UPS Guy Goes After Delta Airlines,” Advertising Age"#$6E*87=(+#1F#G6*/,#!22R"#=4TKK;+;:("?%.K;+;:(7K4%7U;&8?*(P8+X1[RFF"#Retrieved 5 February 2011.Yudkin, Marcia. “Online Newsrooms Save the Media Time and Frustration,” Creative Marketing Solutions. 2010. http://www.yudkin.com/online-newsroom.htm. Retrieved 15 February 2011. How to use Social Media in the Airline Industry Pg. 18