It's one thing to invite annoyed customers to share their grievances. More important is what Ryanair does to address those complaints.
Hyatt is an early adopter of a new form of customer service for hotels: using Facebook Messenger to connect with guests, because in today's world, the key to being relevant is engaging with consumers on the platforms they are using.
Yes, KLM is on a league of its own by being able to leverage all the social care interactions into offers and purchases, but it's still working hard to integrate all its reservation systems, customer database, and social media interactions.
How-to videos inform and build brand awareness. If executed well, viewers will be moved to share them, which adds value by generating earned media.
Airline consultant Jay Sorensen of IdeaWorksCompany is no airline basher. When he says United's latest customer service blunder suggests a paucity of "human culture," then you know the depths of the customer service issues at the airline.
Travel brands need to reassess their social care effort to see if there's enough attention being paid to customers on Facebook.
Will United answer customer service complaints with gag orders? We wouldn't put it past them.
We are still in the very early days for social media as a customer service tool. The supposedly old-school tools in digital age -- the phone and the human -- both still matter a lot.
Collaboration and advocacy efforts helps employees alleviate inefficiencies in handling inquiries -- as well as stay human on social.
Social media has evolved to become another platform to provide customer service, but it needs to be well understood before brands dive in and start tweeting. Here's what they need to know.