Delta
Delta is in a unique position in so much as they are the only major U.S. carrier (save for Frontier, which jumped on this plan a few months ago), that provides 24/7 customer support via Twitter. Likewise, Delta holds the distinction of being first on the scene with Check-in and Flight status via Facebook.
“Over the last couple of years, we have put a lot of effort toward increasing our presence in social media. The highlight of this expansion for us has been our work via Twitter on @DeltaAssist. As a result of feedback received from the community it supports, it has evolved significantly since it was launched in May 2010,” comments Delta Air Lines Sr. Manager, Social Media & Media Relations Susan Elliot.
Twitter – 3/5 stars
As mentioned above, Delta is in a unique position as they split their Twitter feed between @Delta and @DeltaAssist. The former is a straight ahead promo, news and positive interaction feed. @Delta occasionally adds a RT from @DeltaAssist regarding weather conditions. On the other side of the coin, @DeltaAssist is a 24/7 Twitter feed dedicated to nothing but customer service.
“We actually have former Reservations Agents staffing the account who had previously been assisting customers on the phone. We believed it would be easier to train the team on how to use Twitter rather than teach a marketing or communications professional customer service,” adds Elliot.
As mentioned above, KLM could be taking some cues from Delta’s method.
Facebook – 5 stars
Clearly, Delta takes its Facebook page quite seriously. There are zero postings to the wall other than those authored by Delta. By posting a healthy variety of multimedia, Delta is keeping the conversation focused, delivering value and fueling conversations. In addition to its unique “Book a Trip” app that allows users to never have to leave the platform while planning their ‘round the world journey, the DeltaAssist campaign carries over, allowing users to submit their assistance questions directly via Facebook. By providing this direct feedback mechanism, combined with tight wall posting policies, Delta is putting their best face forward, while at the same time allowing for feedback.
YouTube – 4 stars
From a design point of view, Delta could give their YouTube channel a bit more love. Unlike JetBlue or Southwest, Delta is missing some cross channel talk via a few simple interface tweaks. With that said, Delta’s YouTube Channel takes the “freshest feed,” award, with new content appearing on what appears to be a monthly basis. Whether it’s television ads or exclusive content, Delta is delivering. As with other airlines using YouTube, there’s little to no interaction, and if you’re not driving them to another channel, this is just a missed opportunity.
Flickr – 0 stars
Similar to KLM, Delta is missing the boat on a dearth of user-generated images. While there is a Delta Air Lines photo pool on Flickr with quite a number of great images, Delta is dropping the ball by not engaging these photogs and their love of all things aviation. Delta could be taking cues from Southwest and not only encourage photos of their fleet, but provide a high level platform, i.e. the corporate blog, as a “Your image may be featured here,” motivator.
And there we have it. Again, this overview is by no means exhaustive, as there are an umpteen number of airlines using social media to regularly support and engage customers, as well as utilizing the platforms for more traditional promotion and information outlets. Notable mentions are in order, and Virgin Atlantic, United Airlines, Malaysia Airlines and Hawaiian Airlines all have interesting programs underway.
Is your favorite airline innovating in the Social Media space? Let’s hear your story in the comments.
