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 ( 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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