Amplifying Perceptions How JetBlue Uses Twitter to Drive Engagement and Satisfaction

Amplifying Perceptions How JetBlue Uses Twitter to Drive Engagement and Satisfaction

By
Jennifer Aaker, David Hoyt, Sara Leslie, David Rogier
2010|Case No.M336| Length 6 pgs.

JetBlue created its first Twitter account in May 2007 (twitter.com/JetBlue). The company’s goal was to target its frequent flyers, the loyal TrueBlue users. Realizing the power of Twitter, JetBlue created a cross-departmental working group from marketing, corporate communications, and customer commitment to focus on Twitter. JetBlue’s first tweets were marketing-driven. Once it developed a relationship with customers, it began to use Twitter as a vehicle for promotions and an additional mode of communication to resolve customer service issues.

The case details JetBlue’s spend, reach and impact from using Twitter.

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