Turning Frowns Upside Down: Virgin America and Twitter

A common question I am asked by clients who are nervous about engaging in Social Media is “What about negative comments or flame wars?” It’s a valid concern. We all know instances where a negative meme picks up steam and spins out of control, leaving the brand scrambling to recover. And that’s where the failure was: if you’re not going to be actively engaged in your social media efforts, then don’t bother. Playing catch up is generally a losing game.

Virgin America airlines is engaged…big time. They’re in all the social media spaces and constantly ask their followers and fans for direction, advice, critiques, whatever. That can result in what might appear to be “negative” responses, if that’s how you want to look at it. Virgin looks at it as audience insight for how they can improve their business. The example here is a perfect illustration of how you might take a “negative” and turn it into a positive:

Customers: Virgin’s flights are always overbooked during the holidays. Seattle in particular.

Virgin: We heard you and have responded to your requests!

Not only does it show a keen interest in customer service on Virgin’s part, it promotes fares in one of their major markets, thus encouraging more business. Everyone wins.