Why Airline Social Media Strategies Are Shifting to Private Interactions

Opinion: Few industries have suffered as many publicly damaging blunders

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Commercial airlines have used social media semi-successfully for many years, but many brands are shifting to private messaging.

In other words, instead of broadcasting updates, responding to user questions and creating discussion threads, brands are starting to use private messages to respond to individual comments, and they are encouraging more private message threads in general.

They’re still posting relevant deals, ads, jokes and other communications publicly, but private messaging is starting to take priority.

So why is this change manifesting now?

Motivations for change

There are many subtle factors influencing airlines’ decisions, but these are some of the biggest:

  • Blowups and public-relations disasters: Most analysts are quick to point out that few industries have suffered as many publicly damaging blunders as national airlines.


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