airline e book

How to use Social Media in the...

Airline Industry

Exploring the use of social media

within the airline industry to improve

relationships with constituents

By: Alexis GrovesKatie Hibson Jessica KuhnEmily LawKaty Leuschner

Pg. 2How to use Social Media in the Airline Industry

Table of Contents

3 - Introduction

4 - Twitter

5 - Twitter Case Studies

6 - Facebook

7 - Facebook Case Studies

8 - Blogs

9 - Blogs Case Study

10 - YouTube

11 - YouTube Case Studies

12 - Online Newsroom

13 - Online Newsroom Case Study

14 - Conclusion

15 - Conclusion Continued

16 - Work Cited

17 - Work Cited 2

18 - Work Cited 3


Introduction

Objectives: · To help your airline industry understand the importance of the utilization of social media

· To familiarize your airline industry with several di!erent social media tools available to use

Purpose:

The purpose of this e-book is to assist the airline industry with the proper utilization of social media tools in order to reach out to their publics and establish a foundation of two-way communication. Social media tools such as Twitter, blogs, Facebook, online newsrooms, and YouTube are available for the industry to use, however there are important guidelines that companies should follow.

We want to show that the airline industry is not only restricted to an airport. The industry can communicate with its stakeholders virtually through social media, not just physically. According to author Joel Postman of SocialCorp, the overall goal for companies that use social media should be to reach their constituents where they live, work, and play.1

1. Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print.

· To provide speci"c case studies that illustrate how these social media tools can be used e!ectively and ine!ectively · To provide your airline industry with our “Top 10 List” of important social media tips


Twitter Twitter, the not-so-formal microblogging social media tool, is a crucial component in building customer conversations. The website allows brief messages (140 characters or less) to be posted to the public account, and helps

your company listen to your customers, track trends, and direct tra#c to your company’s website.1 Twitter can help foster an attitude of trust towards your company as well as improve customer relations.

The airline industry is one that stands to bene"t substantially from Twitter. Twitter allows a company to monitor what is being said about their company, using tracking methods like Splitweet.com.2 Responding to both positive and

negative comments gives your company an opportunity to connect with your consumers as well as the bene"t of free, honest feedback. It is the perfect medium to advertise promotional $ight deals quickly and e!ectively to a large audience, and can be mobilized quickly to communicate during a crisis or handle customer service issues. Directory Journal blogger Shana Albert o!ers tips in what people are looking for with Twitter. She lists traveling recommendations, suggestions, and miscellaneous tips as the top hot topics tweeted about airlines.3 Your company should absolutely consider incorporating Twitter into your social media platform if you want to get a competitive edge and closely monitor the satisfaction of your customers.

1. Mardesich, Jodi. “Business Uses For Twitter,” Inc. Technology. Updated 2010. Retrieved 4 February 2011.2. Splitweet.com. Updated 2011. Retrieved 26 January, 2011.3. Albert, Shana. “How Airlines are Using Social Media,” Directory Journal. Published 29 December, 2009. Retrieved 23 January 2011.

“Twitter allows a company to monitor what is being said about

their company...”


Twitter: Case Studies

Virgin America on Top of Their Twitter An online article1 by Advertising Age detailed the saga of a man who was tweeting about his unhappiness with the $ight service while en route to Boston. Seeing his criticism on Twitter, a Virgin America team was waiting for him when he landed to address the customer service issue and ask if they could be of any assistance. Virgin America’s response is a prime example of how Twitter can be utilized to provide fast responses and allow a negative situation to be corrected quickly.

Delta Airlines Ignores Twitter and Pays the Price Twitter can be your worst nightmare if you are not tuned into what is being said online about your own company. Delta Airlines learned this lesson the hard way when Andy Azula, senior Vice President Creative Director of the Martin Agency, used Twitter to complain about Delta mishandling a $ight delay. He linked a letter to his Twitter account describing the incident and detailed how he missed several important engagements.2 Instead of responding to his Twitter outburst, Delta said they were in the midst of developing their social media policies for Twitter. Their refusal to respond to an unhappy passenger and participate in the online discussion was a basic mistake, especially when there were so many negative comments posted in response to Azula’s story, according travel blogger Chris Elliot. The value of Twitter lies in the ability to respond to problems immediately and communicate quickly with customers; however, it only works when you participate in your end of the conversation.

1. Bush, Michael. “How Twitter Can Help or Hurt an Airline,” Advertising Age. Published 16 July, 2009. Retrieved 23 January 2011. 2. Wheaton, Ken. “UPS Guy Goes After Delta Airlines,” Advertising Age. Published 15 July, 2009. Retrieved 5 February 2011.


Facebook

Facebook has the power to be a powerful force in the airline industry, with the best use as a forum for discussion and interaction between customers and your airline. The carriers with the most successful online presence are those with active, helpful conversations with users via the Facebook “wall.” Informal, friendly bonds are established, leaving your customer with a feeling of goodwill towards your company.1 Facebook can be a fantastic tool to display your airline’s brand, brag about a new product, or handle a crisis. Fun, user friendly applications have proved very

popular; KLM’s playful nature is illustrated through their luggage tag application, which allows travelers to create their own personalized tags.2 Posting videos or pictures about the newest $ight feature gives customers new information as well as bragging about your airline.3 Your company can easily and quickly post information and updates about a crisis, as shown during an April 2010 volcanic eruption in Iceland that paralzyed the airline industry for over a week. Airlines used Facebook to reassure travelers, provide updates, and answer panicked questions from customers.4 Despite its reputation as a teen-

dominated site, Facebook is also the perfect medium to access customers. It can provide invaluable bene"ts to your company if utilized correctly.

1. Astrom, Jesper. “5 Valuable takes from Airlines use of Facebook – the “snow fog story”. JesperAstrom.com. Published 20112. JetBlue Airways Corporation. “JetBlue Airways Introduces Go Places Application on Facebook® Platform”. Stockhouse.com. Published 2011. Retrieved 12 February 2011. 3. May, Kevin. “How the top ten airlines in the world use Facebook”. Tnooz.com. Published 2010. Retrieved 12 February 2011.4. Levy, Dan. “How Airlines Handled the Ash Cloud – Engagement Checkup”. Sparksheet.com. Published 2010. Retrieved 12 February 2011.


Facebook: Case Studies

Delta Airlines a Step Ahead with Facebook Application Delta Airlines proved their social media savviness when they announced the addition of a ticket booking application on their Facebook page. The “Book A Trip” tab allows a customer to reserve a $ight and tell a Facebook “friend” about the trip, facilitating the process of reserving seats together. Including friends in the booking process was not only a smart business move, but also a nod to the core value and attraction of Facebook itself – the capacity to easily connect and network with friends. By including the application on their Facebook page, Delta has made themselves available to a broader range of potential customers.1

United Airlines Misreads Situation in Time of Crisis United Airlines made the mistake of appearing insensitive and thoughtless with their opening Facebook page during a winter storm in December 2010. Flights were grounded and travelers were stranded, and instead of using the opportunity to connect with stranded travelers and communicate updates and advice, United’s opening Facebook page was an advertisement informing customers of their ongoing promotional program for the American Cancer Society. The advertisement was not appropriate for travelers desperate for information about how to get home.2

1. Bhaduri, Ranjan. “Facebook Users Can Now Book Delta Airlines Flights Using Their Accounts”. Thaindian News. Published 2010. Retrieved 12 February 2011.2. Astrom, Jesper. “5 Valuable takes from Airlines use of Facebook – the “snow fog story”. JesperAstrom.com. Published 2010. Retrieved 13 February 2011.


Blogs Corporate blogging is one of the best ways to communicate a message to an audience. Airline corporate blogs should be a two-way conversation between the company and the public, with transparent, personable posts.1 Don’t worry about advertising your blog

initially; as the blog grows in popularity, viral marketing will take over and determine success or failure.2 Don’t be afraid to use Twitter and Facebook to encourage fans to check out the blog.3

Blogs are also a perfect platform to build or "x your company’s reputation. Ford car company transformed their negative reputation by creating their Fordstory.com blog. They took the focus

away from their overwhelming "nancial problems and instead directed customers to read about the inner workings of Ford, resulting in a positive response from consumers and a complete image turnaround for Ford.4 Even though anyone can write a blog post, managing a corporate blog should not be a community e!ort; instead, appoint one or two social media savvy individuals to run it who will dedicate a strong focus to maintaining the blog.4 The blog conversations between your airline and consumers will soon build a community around your brand, and gain loyal fans and customers for life.

“...blogs should be a two-way conversation between the company and the public...”

1. Fieseler, C., Fleck, M., Meckel, M. “Corporate Social Responsibility in the Blogosphere.” Journal of Business Ethics. Published February, 2010. Retrieved 22 January 2010.2. Coman, C., Paun, M. “The image of the public institutions and new technologies.” Romanian Journal of Journalism & Communication. Published 2010. Retrieved 22 January 2010.3. Falls, Jason. “Is Your Blog A Social Media Hub?” Social Media Explorer. Published 3 March, 2010. Retrieved 22 January 2010.4. Patel, Kunar. “You’re using social media. But just who is overseeing it all?” Advertising Age. Published 22 March, 2010. Retrieved 22 January 2010.


Blogs: Case Study

Southwest Airlines Sets the Bar High for Blogs Southwest Airlines gets it. Their social media presence is based on blogging, and their blog “Nuts About Southwest” earned a spot in the PR News’ Hall of Fame in October 2010. Paula Berg, Southwest Airline’s chief blogger at the time of the award, described blogs as integral to a company’s success.1 “I absolutely view the blog as the anchor of the airline’s social media e!orts,” said Berg in a blog post on debbieweil.com. Videos, photos, articles, polls, and surveys are the core content for the interactive Southwest blog, with readers able to customize their user pro"les and connect with fellow blog readers.2

1. Weil, Debbie. “Q&A With Southwest Airline’s Departing Chief Blogger Paula Berg.” Social Media Insights Blog. Published 30 December, 2009. Retrieved 22 January 2010.!"#$%&'(&)(*+,#-./"#012#3%4#56789(77#5*%:7#;9+#<=/#3=(/#-&(#>6??(77@6*"A#>%?8;*#B(+8;#CD;.89(&"#$6E*87=(+#!F#G;96;&/#!211"#H('&8(I(+#F#J(E&6;&/,#!211"


YouTube

free entertainment service. A typical YouTube audience is diverse and social media savvy, and can be used as a springboard to get those viewers to check out your blogs, Facebook pages, and Twitter accounts. However, YouTube does not allow airlines to engage in two-way dialogue with their customers, which is a major drawback in an age where the conversation with the customer is of utmost importance.3 YouTube may not be the best choice for your company to engage in detailed consumer dialogue, but YouTube still holds value in the ability to provide a visual medium – a service that is unique among all other social media tools.

YouTube is the most well-known online video forum used today. Users of YouTube can upload home-made videos and post them for the world to view and comment. Although just a hobby for some, businesses are beginning to pick up on this social media tool to post commercials, CEO speeches, and virtual tours of companies, products, and cities--for free.1 Instead of reading about a company’s latest decisions through blogs, Facebook posts, and Twitter tweets, stakeholders can use YouTube to actually “see” for themselves. YouTube has about 20 million views per month, giving your company access to a huge potential customer base2; that statistic alone should encourage your company to consider enlisting in this

1. Male, Bianca. “How To Use YouTube To Drive Business,” Business Insider. Published 12 February 2010. Accessed 4 February 2011.2. Oricchio, Renee. “Marketing Your Business on YouTube,” Inc. Technology. Published 18 December 2009. Accessed 4 February 2011.3. Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print.


YouTube: Case Studies

American Airlines Uses YouTube to Keep Stakeholders Up-to-date American Airlines picked the perfect medium to announce a new trans-Paci"c joint business with Japan Airways. Even though a press conference was held announcing the joint venture, American Airlines still posted the video showing American Airlines’ CEO alongside Japan Airway’s CEO at the press conference on their website. The video, while a duplicate of information that had already been released, gave stakeholders the opportunity to engage in the visual medium method of delivery.1

JetBlue Forgets to Pull and Tries to Push YouTube should be used as a pull strategy, not push. JetBlue forgot that lesson when they posted a commercial as the opening application upon entrance to their website. Instead of providing their customers with their latest decisions, whereabouts, or other news on the opening page, JetBlue risked losing potential customers to annoyance with their video promotion the company.2 Promoting a product or company should not be too obvious and forceful, but should instead involve some creativity to spark interests and maintain a consistent audience.3

1. “American Airlines and Japan Airlines Announce Commencement of Joint Business,” YouTube. Posted 11 January 2011. Accessed 4 February 2011.2. “JetBlue-Cancelled Game,” YouTube. Posted 18 November 2010. Accessed 4 February 2011.3. Oricchio, Renee. “Marketing Your Business on YouTube,” Inc. Technology. Published 18 December 2009. Accessed 4 February 2011.


Online Newsrooms

An online newsroom is a fantastic way for consumers and the media to get information about your airline without making phone calls and navigating websites. Created with the media in the mind, an online newsroom gives journalists a singular, easy source of complete information. By facilitating the information gathering process, journalists will be more inclined to positively cover your company.1 When constructing an online newsroom, companies must keep

their constituents’ needs in mind, with accessibility at the top of the list. There should be a prominent link on the main page to the newsroom for easy navigation and accessibility.1 Current, active links for contact information to your company need to be highly visible on the page as well. Content should be available for every possible constituent, possibly broken up by

separate, labeled tabs. All "nancial information should be accessible for your stockholders, and press releases and news items should be posted with other current news about your airline.2

Employee biographies with photos can also be added to the newsroom to humanize a faceless company.2 If your company has o#ces around the world, remember to include a language tab enabling readers to peruse your newsroom in any language they chose.

1. Yudkin, Marcia. “Online Newsrooms Save the Media Time and Frustration.” Creative Marketing Solutions. 2010. Retrieved 15 February 2011.2. Bruce, Stuart. “Social media newsrooms X factor at communicate corporate communications conference.” A PR Guy’s Musings. 4 May 2010. Retrieved 15 February 2011.


Online Newsrooms: Case Study

Delta Airlines Provides Top-Notch Resources to All Stakeholders Delta Airlines operates a consumer-friendly online newsroom that provides every piece of information imaginable. Organized by their di!erent publics with a separate tab for each constituent, the simple, uncluttered main page is constantly updated with new press releases and information. Delta has set aside space for comments and complaints from customers and media alike, and links to Delta’s Twitter, homepage, and RSS news alerts are available as well. This easy-to-use newsroom has everything necessary for a consumer to get every piece of information they need in one place.

1. Delta. Delta Air Lines Newsroom. Updated 15 February 2011. Retrieved 15 February 2011.


Conclusion

1. Listen

Companies should constantly be tapping into consumer conversations to monitor what is being said about the company – and jump in when necessary. Ignoring online conversations about the company is ignoring an opportunity to improve the brand.1

2. Be Transparent

Loyalty to a company comes only with authenticity. Shashank Nigam, founder of airline blog branding blog SimpliFlying, promotes the idea of complete transparency. “Make it clear to the customer what you’re trying to do,” Nigam says.2

3. Create Buzz

Buzz, according to Nigam, is “absolutely essential.”1 Conversation taking place independent of direct company in$uence is a good measure of a company’s outside exposure and has the ability to construct positive experiences for customers.3

This entire book boils down to several basic social media concepts. We’ve outlined the top 10 most

important points and complied a concluding “Top 10 List” to help you get straight to the point.

4. Show the Personal Face of the

Organization

Customers "nd it hard to trust a faceless organization. Instead, get the face of the brand out so consumers can relate to and connect with the company. If a consumer can look at pictures, biographies, interests, and hobbies of the person they are talking with, customers will connect and trust the employee, with that trust extending to the company and brand.2

5. Be Informal

Social media tools are not the place to espouse a strictly professional voice. Do not use slang, but do not talk down to consumers. Language matters – connecting with people in everyday language brings a comfort level to the conversation.4

1. Vara, Suzanne. “Quick Tips for Listening in Social Media.” Social Media Today. 12 July 2010. Retrieved 14 February 2011.2. Nigam, Shashank. “Social Media and the Airline Industry.” Aerlines Magazine. 30 December 2010. Retrieved 14 February 2011. 3. Bulmer, Don. “Placing Value on Social and Online Media Buzz.” Social Media Today. 7 February 2011. Retrieved 14 February 2011.4. Macleod, Hugh. “Smarter conversations: “how do I want to change the way I talk to people?”. Gapingvoid. 3 September 2010. 2011. Retrieved 14 February 2011.


Conclusion Continued...

6. Stay Relevant

Social media tools are only useful if they contain what the consumer wants. A company has to cater to their constituents according to how they like to receive information. Otherwise, consumers will not be in the same places your company is.1

7. Short and Sweet

People are used to short, concise messages delivered quickly. If a message is too long or complicated, customers will move on to the next interesting thing just as quickly. Keep all social media messages focused and to the point.2

8. Employ the Right People

Social media must be handled by the right person – someone who is passionate about the job, understands the company’s mission, and understands the human element that is essential to all social media tools.3

9. Go Beyond Crisis Mode

Too often social media is utilized exclusively to handle crisis situations. Companies are missing out on an opportunity to use social media to build loyalty and create buzz for their brands, according to Nigam. That way, when a crisis does hit, the tools and trust are already in place to help repair damage.4

10. Pick the Medium Wisely

Not every social media outlet is right for every business; do not use every media tool just because it is there. The key is to "nd the voice and personality of the company and see which media tool is compatible.

1. Bulmer, Don. “Placing Value on Social and Online Media Buzz.” Social Media Today. 7 February 2011. Retrieved 14 February 2011.2. Bischoff, Dan. “7 Rules of Social Media and Creating Trust Around Your Brand, via Peter Shankman.” SEO Blog. Retrieved 14 February 2011.3. Radick, Steve. “Identify the Right People to Manage Your Social Media Initiatives.” Govloop. 11 August 2011. Retrieved 14 February 2011.4. Waldstein, Arnold. “Social media…Few rules. Powerful tools. Endless opportunities.” Social Media Today. 10 October 2010. Retrieved 14 February 2011.


Works Cited

Albert, Shana. “How Airlines are Using Social Media,” Directory Journal. Published 29 December 2009. http://www.dirjournal.com/articles/airlines-social-media/. Retrieved 23 January 2011.

“American Airlines and Japan Airlines Announce Commencement of Joint Business,” YouTube. Posted 11 January 2011. http://www.youtube.com/americanairlines#p/u/11/0HSU9TZx0KY Accessed 4 February 2011.

Astrom, Jesper. “5 Valuable takes from Airlines use of Facebook – the ‘snow fog story,’” JesperAstrom.com. Published 2010. http://jesperastrom.com/social-media/5-valuable-takes-from-airlines-use-of-facebook-the-snow-fog-story/. Retrieved 13 February 2011.

Bhaduri, Ranjan. “Facebook Users Can Now Book Delta Airlines Flights Using Their Accounts,” Thaindian News. Published 2010. http://www.tha-89+8;9"?%.K9(L74%&';*K'(?=M9(L7K@;?(E%%NM67(&7M?;9M9%LME%%NM+(*';M;8&*89(7MO8:='7M6789:M'=(8&M;??%69'7P122Q1QR!F"='.*"#H('&8(I(+#1!#J(E&6;&/#2011.

Bischoff, Dan. “7 Rules of Social Media and Creating Trust Around Your Brand, via Peter Shankman,” SEO Blog. 18 January 2011. http://www.seo.com/blog/7-rules-social-media-brand-peter-shankman/. Retrieved 14 February 2011.

Bruce, Stuart. “Social media newsrooms X factor at communicate corporate communications conference,” A PR Guy’s Musings. 4 May 2010. http://stuartbruce.biz/2010/05/social-media-newsroom-x-factor-at-communicate-corporate-communications-conference.html. Retrieved 15 February 2011.

Bulmer, Don. “Placing Value on Social and Online Media Buzz,” Social Media Today. 7 February 2011. http://www.seo.com/blog/7-rules-social-me-dia-brand-peter-shankman/. Retrieved 14 February 2011.

Bush, Michael. “How Twitter Can Help or Hurt an Airline,” Advertising Age"#$6E*87=(+#1S#G6*/#!22R"#=''4TKK;+;:("?%.K+8:8';*K;&'8?*(U;&'8?*(Pid=137977. Retrieved 23 January 2011.

Coman, C. and M. Paun. “The image of the public institutions and new technologies,” Romanian Journal of Journalism & Communication. Published 2010. Retrieved 22 January 2011.

Delta. Delta Air Lines Newsroom. Updated 15 February, 2011. http://news.delta.com/. Retrieved 15 February, 2011.

Falls, Jason. “Is Your Blog A Social Media Hub?” Social Media Explorer. Published 3 March, 2010. http://www.socialmediaexplorer.com/social-media-marketing/is-your-blog-your-social-media-hub/. Retrieved 22 January, 2011.


Fieseler, C., Fleck, M., Meckel, M. “Corporate Social Responsibility in the Blogosphere,” Journal of Business Ethics. Published February 2010. Retrieved 22 January 2011.

JetBlue Airways Corporation. “JetBlue Airways Introduces Go Places Application on Facebook® Platform,” Stockhouse.com. Published 2011. http://www.stockhouse.com/News/USReleasesDetail.aspx?n=8026894. Retrieved 12 February 2011.

“JetBlue-Cancelled Game,” YouTube"##$%7'(+#1V#W%I(.E(&#!212"#=''4TKKLLL"/%6'6E("?%.KL;'?=UIX&J-=NM1@!Y-Z@(;'6&(X/%6'6E(P:+;';"#Retrieved 4 February 2011.

Levy, Dan. “How Airlines Handled the Ash Cloud – Engagement Checkup,” Sparksheet.com. Published 2010. http://sparksheet.com/how-airlines-handled-the-ash-cloud-engagement-checkup/. Retrieved 12 February 2011.

Macleod, Hugh. “Smarter conversations: ‘how do I want to change the way I talk to people?’” Gapingvoid. 3 September 2010. http://gapingvoid.com/2010/09/03/sc/. Retrieved 14 February 2011.

Male, Bianca. “How To Use YouTube To Drive Business,” Business Insider. Published 12 February 2010. http://www.businessinsider.com/youtube-business-2010-2. Accessed 4 February 2011.

Mardesich, Jodi. “Business Uses For Twitter,” Inc. Technology. Updated 2010. http://technology.inc.com/networking/articles/200809/twitter.html. Retrieved 4 February 2011.

May, Kevin. “How the top ten airlines in the world use Facebook,” Tnooz.com. Published 2010. http://www.tnooz.com/2010/08/18/news/how-the-top-ten-airlines-in-the-world-use-facebook/. Retrieved 12 February 2011.

Nigam, Shashank. “Social Media and the Airline Industry.” Aerlines Magazine. 30 December 2010. http://www.aerlines.nl/index.php/2010/social-media-and-the-airline-industry/. Retrieved 14 February 2011.

Oricchio, Renee. “Marketing Your Business on YouTube,” Inc. Technology. Published 18 December 2009. http://technology.inc.com/internet/ar-ticles/200808/youtube.html. Accessed 4 February 2011.

Patel, Kunar. “You’re using social media. But just who is overseeing it all?” Advertising Age. Published 22 March 2010. Retrieved 22 January 2011.

$%&'(&)(*+,#-./"#012#3%4#56789(77#5*%:7#;9+#<=/#3=(/#-&(#>6??(77@6*,A#Social Media Examiner. Published 25 January 2011. http://www.socialme-diaexaminer.com/10-top-business-blogs-and-why-they-are-successful/. Retrieved 5 February 2011.

Works Cited 2


Postman, Joel. SocialCorp. 1st ed. Berkeley, CA: New Riders, 2009. pp. 39. Print.

Radick, Steve. “Identify the Right People to Manage Your Social Media Initiatives,” Govloop"#11##-6:67'#!211"#=''4TKKLLL":%I*%%4"?%.K4&%)*(7Kblogs/identify-the-right-people-to. Retrieved 14 February 2011.

Splitweet.Updated 2011. http://en.splitweet.com/. Retrieved 26 January 2011.

Vara, Suzanne. “Quick Tips for Listening in Social Media,” Social Media Today. 12 July 2010. http://socialmediatoday.com/indexphp?q=suzannevara/145837/quick-tips-listening-social-media. Retrieved 14 February 2011.

Waldstein, Arnold. “Social media…Few rules. Powerful tools. Endless opportunities,” Social Media Today. 10 October 2010. http://socialmediatoday.com/index.php?q=arnoldwaldstein/199684/social-media…few-rules-powerful-tools-endless-opportunities. Retrieved 14 February 2011. Weil, Debbie. “Q&A With Southwest Airline’s Departing Chief Blogger Paula Berg,” Social Media Insights Blog. Published 30 December 2009. http://www.debbieweil.com/blog/q-a-with-southwest-airlines-departing-chief-blogger-paula-berg/. Retrieved 22 January 2011.

Wheaton, Ken. “UPS Guy Goes After Delta Airlines,” Advertising Age"#$6E*87=(+#1F#G6*/,#!22R"#=''4TKK;+;:("?%.K;+;:(7K4%7'U;&'8?*(P8+X1[\RFF"#Retrieved 5 February 2011.

Yudkin, Marcia. “Online Newsrooms Save the Media Time and Frustration,” Creative Marketing Solutions. 2010. http://www.yudkin.com/online-newsroom.htm. Retrieved 15 February 2011.

Works Cited 3

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