JetBlue Knows How to Communicate With Customers in Social, and When to Shut Up

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JetBlue Airways landed ahead of schedule in the realm of social media—and in full-blown crisis mode.

It was February 2007, and the low-cost carrier was facing a public relations storm that seemed unlikely to blow over quickly. On Valentine’s Day, freezing rain pummeled the Northeast, grounding most of JetBlue’s planes. Passengers were trapped in their seats on the tarmac at New York’s JFK International Airport for hours, going nowhere and growing increasingly annoyed. In some cases, their delays stretched into days, and more than 1,000 flights were ultimately canceled.

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