Social Media Best Practices: Airlines and Airports

I was invited to speak at the 2011 Marketing and Communications Conference/JumpStart® Air Service Development Program in Cleveland, Ohio on June 21st and dug into Social Media Best Practices for Airports and Airlines.

As an ‘outsider’, it was nice being invited into their community and given the chance to share how I see the interactions between airports and airlines with fellow travelers. Some do exceptionally well – others have a long road ahead of them – but as with anything socially based, it takes practice, it takes dedication, and it takes someone willing to put the time in to help others.

My Presentation was called ‘Social Media Best Practices for the Airline Industry‘ and it can be seen below:

View more presentations from Kristie Wells

More about my Twitter experiment…

In my semi-recent post discussing my Twitter experiment, a couple of questions came up on my process, so I thought I would elaborate a little bit on ‘why’ and the ‘how’ as this ‘following’ thing can leave some folks feeling slighted, and I want to eliminate any hard feelings that might be brewing.

First the ‘why’. In my original post, I noted the following:

For a while the list of people I followed was intentionally kept small (under 150), as I am a big believer of the Dunbar Number and the power of small(er) tightly connected networks. Over time, I allowed it to squeak up to 225 which made the conversations more interesting and diverse, but also required a bigger investment of time as I try to stay attached to my ‘community’ (yes, I am one of the nut jobs who likes to try and read every tweet from the people I follow).

Fast forward eight months and I have extended my network so I now follow 400+ people, but truth be told, I am finding it extremely hard to ‘keep up’ with what everyone is doing now. There is also a sense I have lost some of the intimacy I once had when only following 150 people, but I have to admit, back then there was also a feeling I was living in the ‘echo chamber’ as my network was not very diverse – so this experiment has exposed me to a multitude of industries, beliefs, customs and ideas. While some of my new relationships may not be as deep as those in the past, I am extremely happy where this is going right now.

UPDATE: In my original post, I forgot to mention that I also manage the Social Media Club Twitter account (14k followers) and the my6sense Twitter account (not as many followers [yet]), which adds to the lack of attention mix. I swear, sometimes I wonder how I manage to keep up.

What about the ‘how’: I am still trying to do this systematically to keep it as fair as possible. As for who I am following – I started out rotating 50 people every 30 days, but found trying to rotate contacts that often is tough and does not give me enough time to learn about anyone, so I have pushed the rotation back to every 60 days. The process for the 50 people I add has been tweaked over time, as I used to add every 4th person but realized I needed to dig deeper into the follower list so now I add every 25th person from my following list to get the first 35 people. For the next 10 people, I continue along the every 25th person in my follower list, but instead of following them directly, I go into their account and pick the 5th avatar showing up in their followers list and add them. For the last 5 slots, I add a name of someone I recently met or have heard of and add them (some of them have been people that got cut from previous rotations, liked what they had to say so wanted to bring them back into rotation). It sounds complicated, but honestly, it is a simple process that simply takes a bit of time to put into effect, but has given me a well rounded information source.

For the cutting list – this is the part I absolutely hate, but realize I needed to strip emotions out of it completely to ensure a fair process. It is a bit easier than the add piece as I dig into the list of people I am following and cut every 25th one on the list. As for preserving anyone, no. Not even my husband. If he came up 25th in line, I would remove his tweets to allow for someone new to come into my view, and I have unfollowed several people I feel are close[r] friends to me – [for example] @pistachio, @chrisbrogan, @missrogue and @jowyang…so no one receives special treatment.

I have removed two people mid rotation as they were posting items I felt offensive to my belief system. I also removed @jasoncalacanis and @scobleizer mid rotation as they both posted so often, that it made it hard to keep up with everyone else. Other than that, I follow my group until the next turn.

I am trying to be as fair as I possibly can, and I thought my system allowed me to do so.

I know I have hurt people’s feelings as I am not following them. It sucks, and all I can say [right now] is ‘I am sorry’ as I simply cannot follow 1000 people and get *what I want* out of this ‘tool’. For me, I am looking to expand the network of people I know, and following a smaller group allows me the time to get to know a little about them. I am not here to build a large following list. I am here to build meaningful relationships and expand my knowledge base.

The other interesting piece in evaluating my little Twitter experiment is I started looking into how I am using the other networks I belong to and I thought I would share that with folks as well:

* Facebook – This is by far, my largest ‘network’ as I am adding anyone who friends me there. I don’t join every group and I hate throwing snowballs at people or being poked, but I am using Facebook to experiment with how big can I grow a network and still feel like I can say a name and know where they come from and how I know them from.

* LinkedIn – This is my business network. If I have worked with you, met you in real life or had a conversation with you and I want to make sure we stay connected in a professional level, I make sure to add you into LinkedIn. If you and I have never spoken before, I will not accept an invite.

* Ning – Same as Facebook, I connect with anyone who reaches out.

* Dopplr – If I know you or have some kind of personal contact with you, I am happy to share where I am spending my time with you.

* Flickr – I follow the Facebook rules here, for the most part. I have blocked a few people as their tastes drastically differ from mine and I just do not want to become a photo on their wall, but my life is pretty much an open book and searchable via Google – so friend away. 🙂

So there you go. I will continue my experiment for as long as I feel I am getting value out of it, and look forward to connecting with folks in various ways along this journey.

Did you know? I’m powerful *and* influential…


Ok, I am not quite sure how this came about, but the folks over at the Immediate Influence blog just put out a list of the 50 Most Powerful and Influential Women in Social Media, and somehow I made the cut. #44 baby.

Ok, stop laughing.

There are a lot of ladies on this list that I adore and are doing great things in the world of marketing and PR. I am blessed to be considered among them.

Best practices for Social Media Marketing

My girl Sally Strebel tagged me in a little project started by Mitch Joel to state what we think are some of the best practices for Social Media Marketing.

Heuer and I were just talking about this topic as we reviewed a chapter he is writing for his upcoming book The Social Media Playbook [note to self, we need to get Wiley to design a new cover – stat] and I could list several practices I think are key to any Marketing campaign (Be Open, Be Transparent, Be Responsive, Be Aware…etc), but there is one practice that stands above all others:


What does ‘being human‘ really mean? For me, it is exposing enough of yourself so people know who they are speaking/dealing with, and can feel confident in the communications they receive from you. It is showing compassion to those around you and talking to them as human beings – not as customer #8609 or member #10,356.

Humans by nature crave personal contact and companies who allow their employees to ‘be human’ will build tighter relationships with their customers, which I believe, will lead to a stronger brand overall (look at Dell, Zappos and Comcast who realized this and are seeing the benefits from it now). Don’t send me to an automated call center where pushing ‘0’ keeps me in an infinite technical loop. Give me the option to push ‘0’ and speak to someone live. Give me a name, some background, some reason to bond with your company. Odds are good I will be/become a happy customer because you did.

I believe I am so successful in roles I fill is because I live by this philosophy. My clients know me. They know what my role in the company is and what I stand for. They know when I tell them something, they can believe it. It doesn’t matter who I work for – they can trust me because they know me. Granted, I live my life a little more openly than some, but also tend to have stronger relationships with people because of it. This is a powerful thing (when used for good of course). Companies who allow me to ‘be human’ in my interactions will reap the benefits because your customers will know there is someone willing to put her reputation on the line to make sure your customer walks away from the transaction – happy. I do this because you trust me to be me, and I respect you for that. Therefore, I am going the extra mile to ensure your customer respects you too. Everyone wins here.

I would love to hear thoughts you all as well as those from Heuer, Jackie, Jake, Todd and Shel (keeping with the meme to tag five people).