JetBlue Is So Ready To Fly Into Social Media

06/25/2007

JetBlue raised the hopes of social media enthusiasts when David Neeleman, founder and chief executive, drop his apology for the airline's Valentine Day Fiasco on YouTube. The blogosphere was a buzz that JetBlue had sipped the Kool Aid and was joining the conversation along with its colleagues at Southwest Airlines.

Didn't happen. In fact, Mister Neeleman recently was asked by his board to step down. Reinforcing that, no matter how sincere, a social media tactic can not fix a company's internal challenges.

In an interview with The Wall Street Journal (subscription may be needed) new CEO Dave Barger passed along some lessons learned. "Yes, but apologize and then get on with it. What I heard from so many customers was, 'Thank you for the apology, stop apologizing, go fix it.' "

However, perhaps there is a social media strategy in JetBlue's future after all. This sidebar from the WSJ's article reflects why any company should consider engaging in a continuous conversation with customers, employees and constituents.   

Love this snippet from the interview; although taken out of context it should be on the quote wall of every marketer, CEO and business leader. " ... don't be afraid to experiment. They're not all going to be successful, but if you don't experiment, you can become stagnant." Dave Barger

Perhaps Dave Barger's 3 Tips should be added to Drew McLellan's Blogger's Toolbox post. Check it out there are some great links and information. Toss of a pink boa Pink_boa to Lewis Green for including Diva  Marketing in his list of blogger's tools and for his off the top too kind words! Toby may be the best blogger I know. She mixes styles, covers lots of good material and reaches out to feature as many bloggers as she can.

By the way, Technorati ranks Diva Marketing (this week) at 1516 out of 86.6 million blogs tracked. Oh and also at 4786 .. seems they're pulling in 2 feeds. Curious to know what ranking would be if both feeds were combined.

Lessons Learned: In keeping with the toolbox suggestions - one question that frequently comes up is, "How do you get readers? And how do you get readers to return?"  One suggestion, from back to basic  marketing 101, own a positioning. For many bloggers that develops organically over time. For example, for Divo Lewis Green that is becoming ethics and service. In this virtual world more than one blogger can claim a space. Wayne Hurlbert has built his reputation on ethics as well.   

For Marianne Richmond it's all about the analysis, for Sybil Stershic it's internal employee care, TDavid's world is techy all the way, CK is the diva of creating online relationships. You get the picture. What positioning does your blog own? Or what would you like to be know for and how can you make it happen?

For JetBlue it might be about how to hug your customers while not loosing sight of the service aspects.

Mister Barger, will you take your own advise and experiment with a strategy that can support your communication vision? Remember: They're not all going to be successful, but if you don't experiment, you can become stagnant."

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Comments

Technorati's a bloody mess.

I wonder if JB's got the stomach to do it right after their prior experiences this year. They definitely are the only airline I can see competing with SW in the blogosphere....

Posted by: Geoff Livingston on Jun 25, 2007 10:25:09 PM

Geoff - For the most part, JB received kudos for the YouTube tactic; altho the blog was a rather lame non blog blog. Would certainly be interesting to see how JB and SW differ.

Posted by: Toby on Jun 25, 2007 11:43:51 PM

Toby,

How many times can I say thank you? Well, I say it again today.

Posted by: Lewis Green on Jun 26, 2007 4:04:54 PM

Thanks for the mention....as you know I need it;).

And my analysis is of course in complete agreement with Lewis'!

Posted by: Marianne Richmond on Jun 27, 2007 1:45:15 AM

Thanks for the information here i like your blog
it is very informative thank you
i will come back regularly

Posted by: alex wong on Jun 30, 2007 10:54:41 PM

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