CaseStudy: Tweets On a Plane: American Airlines Flies High with Masterful Response to Alec Baldwin’s ‘Words’ Rant


Alec Baldwin’s Twitter exchange with American Airlines’ crisis team drew thousands of retweets, eventually reaching five million-plus people. Company: American Airlines Agency: Weber Shandwick Timeframe: Dec. 6-7, 2011 These days, hardly a plane leaves the tarmac without a passenger aboard tweeting a complaint about his or her seat, delayed departure, a screaming baby or a missed connection. Several airlines now feature customer service hubs that monitor social media to lend a helping hand, including American Airlines. But when the complaint comes from a celebrity who has a bone to pick with the airline, the rule book gets tweaked, if not tossed aside altogether.

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