Social media communication has become commonplace, and companies all over the world have jumped on the bandwagon in order to ensure their brand is present and accounted for in the digital age. By now, it is commonplace for airlines to maintain a presence on one, if not, several online platforms such as Facebook and Twitter. But apart from airlines, how can other aerospace companies – including those operating in the passenger experience space – promote themselves in this arena? One strong example can be seen from Boeing, which has mastered the art of Brand Journalism.