From a piece on The Atlantic: At first, the idea of a company directly tweeting at its customers was very strange. Nowadays, people have gotten used to having back-and-forths with customer service representatives. In any given hour, JetBlue makes public contact with 10, 15, 20 different people. American Airlines receives 4500 mentions an hour, 70 to 80 percent of them on Twitter. Both companies staff their social teams with long-time employees who are familiar with the airlines’ systems. Both hire internally out of the “reservations” team, so they know how to rebook flights and make things happen. At American, the average social-media customer-support person has been at the company for 17 years. Every major airline has a team like this. Southwest runs what it calls a “Listening Center.” American Airlines calls it their “social-media hub” in Fort Worth, Texas. Alaska has a “social care” team in Seattle that responds to the average tweet for help in two minutes and 34 seconds, according to a report by Conversocial. Most of the time, it’s a worthy, but low-profile job. But not always. This is the strangest thing about people tweeting with airlines: They’re just a routine part of how the business works now. Tweets and Facebook posts go out via a social-media team and a customer-service team responds to the incoming problems, snark, and jokes.
Read more of this story at Slashdot.