August 11th, 2010

Is Steve Slater Jet Blue’s social media blunder … or wonder?
For a company that is one of the leading social media czars in the country, Jet Blue has yet to release even one tweet about Steve Slater, the new working-man sensation. Although Jet Blue is mum, the rest of the country is in a social media frenzy. Word has it that there are defense funds propping up to “Save Steve Slater” and, as of this morning, Steve had close to 100,000 new fans on his Facebook page.
Jet Blue’s twitter page (see above) is currently littered with evasive replies to tweets from customers, reporters and others craving more information about Slater’s “dramatic exit” that has consumed the news media and American public.
This morning, Advertising Age ran a story about Slater, and the effect that this incident has had on Jet Blue’s social media strategy, which had become such an integral part of the airline’s marketing strategy.
But how badly will the social media outcry of support for Slater hurt Jet Blue? Maybe not so much, according to sources in the article:
For all the tension the incident is bringing JetBlue, experts say that, in the end, Mr. Slater is likely to bring mostly positive attention to the brand.
“Usually when a flight attendant gets called out it’s for something they have done wrong that pissed off passengers,” said Mr. Bellinger. “But when an attendant does something where passengers say they wish they would do the same thing at their own job, that’s great. It’s a net positive story for the brand.”
We at OTW, like the rest of the country, are fascinated with this whole situation, and want to know what you think. Read the full article from Ad Age, and let us know how it will affect Jet Blue.
Tags: Boston, Facebook, jet blue, Social Media, steve slater, Twitter
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