JetBlue's Use of Social Media
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Questions and Answers

What prompted JetBlue to start using social media on a large scale?

  • The outreach on Twitter after the operations failure
  • The creation of the company’s “Customer Bill of Rights”
  • The YouTube video 'Our Promise to You' receiving over 400,000 views (correct)
  • The customers' feedback in the YouTube comment section

    • What aspect of customer feedback in the YouTube comment section was extremely helpful for JetBlue?

  • Compliments about the brand without any constructive criticism
  • Negative feedback that was discouraging for the company
  • Customers talking about their feelings regarding the brand (correct)
  • Discussions about the operations failure

    • What prompted JetBlue to develop other social media approaches?

  • The creation of the company’s “Customer Bill of Rights”
  • The YouTube video 'Our Promise to You' receiving over 400,000 views (correct)
  • The customers' feedback in the YouTube comment section
  • The outreach on Twitter after the operations failure

    • What made JetBlue realize the importance of two-way communications with their customers?

    <p>The customers' feedback in the YouTube comment section</p> Signup and view all the answers

    What prompted JetBlue to start using social media on a large scale?

    <p>A major apology for a service failure</p> Signup and view all the answers

    What was the significant event that led to JetBlue's $30 million loss?

    <p>Putting thousands of passengers on planes during winter ice storms without additional food or water</p> Signup and view all the answers

    How did CEO David Neeleman's demeanor come across in the online video apology?

    <p>Humble, authentic, and personal</p> Signup and view all the answers

    What was the primary motive behind JetBlue using social media as part of their apology?

    <p>As an experiment rather than out of any master strategy</p> Signup and view all the answers

    What was the impetus for JetBlue to start using social media on a large scale?

    <p>The YouTube comment section feedback</p> Signup and view all the answers

    Why did JetBlue realize the importance of two-way communications with their customers?

    <p>Customers talking back about the brand in the YouTube comment section</p> Signup and view all the answers

    What event prompted the company to develop other social media approaches?

    <p>The YouTube videos reaching over 400,000 views</p> Signup and view all the answers

    What prompted JetBlue to start outreach on Twitter?

    <p>The YouTube videos reaching over 400,000 views</p> Signup and view all the answers

    How did JetBlue's experience with making a major apology lead to the company's large-scale use of social media?

    <p>Social media was used as an experimental platform for the apology, and its success encouraged JetBlue to incorporate it into its communication strategy.</p> Signup and view all the answers

    In what way did JetBlue's CEO, David Neeleman, present the online video apology 'Our Promise to You'?

    <p>He conveyed a humble, authentic, and personal demeanor, rather than a polished one, to connect with the customers.</p> Signup and view all the answers

    What was the outcome of JetBlue's attempt to keep its planes on schedule during the winter ice storms in 2007?

    <p>Passengers were left waiting on the tarmac for extended periods without additional food or water, leading to dissatisfaction and negative publicity.</p> Signup and view all the answers

    What prompted JetBlue to lose $30 million in storm-related expenses, refunds, vouchers, and extra crew expenses?

    <p>The need to provide refunds, vouchers, and additional crew expenses due to the failure in keeping planes on schedule during winter ice storms.</p> Signup and view all the answers

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