Seattle based Alaska Airlines uses multiple social media channels to provide customer service and retention, announce new services and promote seasonal specials. The social media team, lead by Elliott Pesut, monitors Alaska’s Facebook and Twitter accounts with the aim to listen and respond in real time. Alaska uses Twitter to inform customers of unexpected delays or weather issues that might affect their journey. Alaska’s Facebook presence serves to respond to customer challenges in a prompt and personal way.
Difficult issues including delayed flights, missing luggage and service missteps are posted by customers and Alaska’s social media team works to resolve them and retain a loyal customer. Customers also post photos of their travels and comment on the positive service they receive from Alaska team members in-flight and on the ground. In the post shown a customer thanks their flight crew for allowing their fiver year old son to take the controls (while on the ground).
Alaska also uses Facebook to highlight new routes and flights as well as special limited time web-only offers. Alaska’s future goals are to use social media in an even more personal way to build relationships with its customers, especially those loyal customer who can serve as brand ambassadors to bring in new customers. To see Alaska’s social media at work tweet @AlaskaAir or visit FaceBook.com/alaskaairlines.