American Airlines on the ups and downs of social media

How can marketers make the most of social media? Jonathan Pierce, director of social media communications at American Airlines, says that marketers must first use data and analytics to discover who drives the conversation about the brand. By understanding customer behavior, he says marketers can then create better campaigns and prepare themselves for both the “rough and the smooth” of social media.

The second key element, he says, is having an empowered team to respond to issues in real time. Their goal? Amplify the good and mitigate the bad as swiftly as possible.

What are the consequences for an ill-prepared team? How can marketers sell the true value of social media? Watch this short video for Jonathan’s answers to these questions and much more.