Delta's communication audit revealed inconsistencies across channels and a lack of connectivity between messages. The audit showed that while some elements were effective, such as the safety video and company blog, Delta's social media presence needed improvement with multiple sites that were hard to find and limited interactions. The audit recommended promoting one consistent message across updated and easily accessible social media channels, websites and employee publications to better communicate with audiences.

1. Delta AirlinesOanh DinhNicole DeVaneyJosalyn Dykes

2. Consumer Complaints:2009 U.S. Airline Rankings1,117 more complaints“Complaints are handled…on a case-by-case basis in the order they are received.”- Delta33.5 million fewer passengers“Smiles don’t cost airlines a penny.” - SouthwestSource: U.S. Department of TransportationSource: Yahoo! Travel

3. Communication StrategyCommunication should be consistent regardless of channel, audience, or purposeAudit revealed little connectivityTarget Objective: To promote one message

4. Communication StrategySocial NetworksWebsites and PublicationsSummary of Audit Results

5. Social NetworksWide range of audience61% in U.S. have active profiles400 million users on Facebook75 million users on Twitter100 million users on YouTube Build brand image for free

6. Social Networks:YouTubeSafety video features “Deltalina” and her famous finger wagOver 1.7 million viewsKatherine Lee has appeared on CNN, Fox News, and Ellen

7. Social Networks:TwitterIssues Hard to find

8. Multiple sites

9. 66,000 followers vs. 1 million on SouthwestSuggested Resolution One site

10. Link on other networking sites

11. Social Networks:FacebookIssues Hard to find

12. Limited audience interactions 2,400 friends Suggested Resolution Link to other networking sites Surveys to promote interactions

13. Social Networks:FlickrIssues Confusing to customers

14. Last update: July 2009

15. Total “friends”: 449Suggested Resolution One page

16. Regular updatesCommunication StrategySocial NetworksWebsites and PublicationsSummary of Audit Results

17. Websites:Delta Blog – “Under the Wing”Gives company a human elementWritten by employeesTone: ConversationalTopics: Interesting Integrates other channels

18. Publications:NewsDigestInternal communicationSurveyed employees to determine desired channelTargets traveling Delta employees Biweekly publicationDelta and industry news