By John Foley, Jr., Chief Executive/Marketing Officer at Grow Socially
JetBlue gets social media. Completely. While many companies make good use of social media in promoting their brands, JetBlue takes the ball and literally flies with it. Here are three ways they shine:
Brand Personality
Anyone who has boarded a JetBlue flight knows the company’s feel-good take on transportation. The captain and flight assistants crack jokes and one liners, the flights are filled with “get it while it lasts” free snacks, and the corporate identity revolves around bright colors and lighthearted phrases like “happy jetting.”
When JetBlue ventured onto the social media scene, it maintained its playful personality. Next to delay reports and updates on products and services, you’ll find humorous tidbits of information, often completely unrelated to business. The company recently announced an airport book signing with a tweet typical of its signature sense of humor.
The takeaway? whatever your corporate personality—be it sassy or sweet—let it show in your tweets and updates. Give your followers something to smile about! Bring a human touch to your product, and people will respond.
Instant Gratification
Want to know when JetBlue’s new Boston-to-Sarasota service starts? Drop @JetBlue a tweet to ask!
JetBlue understands that sitting on the phone or sifting through its Web site takes time. For that reason, the company has made a Twitter-based customer service rep available 24×7 to respond to quick questions, address concerns, or even just say thank you for a compliment. While the complex stuff can’t always be ironed out in 140 characters, quick questions and answers are easily handled. Even better, every question answered via tweet effectively saves a phone call, which makes JetBlue’s overall customer service more efficient.
The takeaway? Use social media to make things run smoothly for you. If your company is rolling out a new product, let everyone know quickly and easily. If you’re currently filling backorders on a hot new product, keep customers in the loop—and off the phones.
Dangling the Carrot
Not everything on the JetBlue tweetstream is supply and demand. JetBlue rewards its followers with access to contests, special deals, and insider information.
Recently, the company hosted a citywide “scavenger hunt”-style promotion in Boston. One stop on the tour asked players to bring a photo of 10 standard office supplies to Copley Square for a chance to win a free ticket. Incentives such as free bonus miles and contests for tickets and trips gave followers the sense of actively participating in JetBlue’s ongoing conversation. It was a great way to generate positive chatter for the company.
The takeaway? Give your followers something to talk about, and occasionally, give them something for their loyalty. Word of mouth is the best advertising you can get, and on the Web, word travels fast.
