JetBlue's Twitter team tweets support for gay NBA player Jason Collins

Skift Take

Any corporation that jumps into a hot social issue risks alienating customers, but the conversational and personal nature of social media allow brands to take a chance on controversy.

JetBlue jumped into the conversation about Jason Collins with posts on Twitter and Facebook on Tuesday thanking the NBA player for coming out: https://twitter.com/JetBlue/status/329311813181255682 The NBA and many players and politicians have expressed support for Mr. Collins, whose announcement Monday made him the first man active in one of the country's top four sports to say he is gay. And Absolut, which has long marketed to gay consumers

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