Airline e book

How to use Social Media in the...

Airline Industry
By:
Exploring the use of social media Alexis Groves
Katie Hibson
within 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

Introduction
Purpose: Objectives:
The purpose of this e-book is to assist the airline · To help your airline industry understand the importance of
industry with the proper utilization of social media the utilization of social media
tools in order to reach out to their publics and establish
· To familiarize your airline industry with several di erent
a foundation of two-way communication. Social
social media tools available to use
media tools such as Twitter, blogs, Facebook, online
newsrooms, and YouTube are available for the industry · To provide speci c case studies that illustrate how these
to use, however there are important guidelines that social media tools can be used e ectively and ine ectively
companies should follow.
· To provide your airline industry with our “Top 10 List” of
We want to show that the airline industry is not only important social media tips
restricted to an airport. The industry can communicate
with its stakeholders virtually through social media,
not just physically. According to author Joel Postman
of SocialCorp, the overall goal for companies that use
social media should be to reach their constituents
where they live, work, and play.1

1. Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print.


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 are
about 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.


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.


Facebook
Facebook has the power to popular; KLM’s playful nature is dominated site, Facebook is also the
be 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 to
forum for discussion and interaction to create their own personalized your company if utilized correctly.
between customers and your tags.2 Posting videos or pictures
airline. The carriers with the most about the newest ight feature gives
successful online presence are those customers new information as well
with active, helpful conversations as bragging about your airline.3 Your
with users via the Facebook company can easily and quickly post
“wall.” Informal, friendly bonds are information and updates about a
established, leaving your customer crisis, as shown during an April 2010
with a feeling of goodwill towards volcanic eruption in Iceland that
your company.1 paralzyed the airline industry for
Facebook can be a fantastic over a week. Airlines used Facebook
tool to display your airline’s brand, to reassure travelers, provide
brag about a new product, or updates, and answer panicked
handle a crisis. Fun, user friendly questions from customers.4
applications 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 2011
2. 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.


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.1

1. 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.


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 media
way conversation between the or failure.2 Don’t be afraid to savvy individuals to run it who will
company 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 focus

1. 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.


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.2

1. 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"


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 this

1. 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.


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.1

1. “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.


Online Newsrooms
An online newsroom is a their constituents’ needs in mind, with separate, labeled tabs. All nancial
fantastic way for consumers and the accessibility at the top of the list. There information should be accessible for
media to get information about your should be a prominent link on the your stockholders, and press releases
airline without making phone calls main page to the newsroom for easy and news items should be posted with
and navigating websites. Created navigation and accessibility.1 Current, other current news about your airline.2
with the media in the mind, an active links for contact information Employee biographies with photos
online newsroom gives journalists to your company need to be highly can also be added to the newsroom to
a singular, easy source of complete visible on the page as well. Content humanize a faceless company.2 If your
information. 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 language
journalists will be more inclined to tab enabling readers to peruse your
positively cover your company.1 newsroom in any language they
When constructing an online chose.
newsroom, companies must keep

1. 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.


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.


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 the
Companies should constantly be tapping into consumer Organization
conversations 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 can
online conversations about the company is ignoring an relate to and connect with the company. If a consumer
opportunity to improve the brand.1 can look at pictures, biographies, interests, and hobbies of
the person they are talking with, customers will connect
2. Be Transparent and trust the employee, with that trust extending to the
Loyalty to a company comes only with authenticity. company and brand.2
Shashank Nigam, founder of airline blog branding blog
SimpliFlying, 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 strictly
Nigam says.2 professional voice. Do not use slang, but do not talk
down to consumers. Language matters – connecting with
3. Create Buzz people in everyday language brings a comfort level to the
Buzz, according to Nigam, is “absolutely essential.”1 conversation.4
Conversation taking place independent of direct
company in uence is a good measure of a company’s
outside exposure and has the ability to construct positive
experiences for customers.3

1. 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.


Conclusion Continued...

6. Stay Relevant 9. Go Beyond Crisis Mode
Social media tools are only useful if they contain what Too often social media is utilized exclusively to handle
the consumer wants. A company has to cater to their crisis situations. Companies are missing out on an
constituents according to how they like to receive opportunity to use social media to build loyalty and create
information. Otherwise, consumers will not be in the same buzz for their brands, according to Nigam. That way, when
places your company is.1 a crisis does hit, the tools and trust are already in place to
help repair damage.4
7. Short and Sweet
People are used to short, concise messages delivered 10. Pick the Medium Wisely
quickly. If a message is too long or complicated, customers Not every social media outlet is right for every business; do
will move on to the next interesting thing just as quickly. not use every media tool just because it is there. The key is
Keep 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 People
Social media must be handled by the right person –
someone who is passionate about the job, understands
the company’s mission, and understands the human
element that is essential to all social media tools.3

1. 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.


Works Cited

Albert, 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;??%69'7P122Q1QR!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?*(P
id=137977. Retrieved 23 January 2011.

Coman, C. and M. Paun. “The image of the public institutions and new technologies,” Romanian Journal of Journalism & Communication. Published
2010. 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.


Works Cited 2

Fieseler, 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"/%6'6E("?%.KL;'?=UIX&J-=NM1@!Y-Z@(;'6&(X/%6'6E(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.

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.


Works Cited 3

Postman, 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&%)*(7K
blogs/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%7'U;&'8?*(P8+X1[RFF"#

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.


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