Electronic turbulence: airlines and social media

Disruptions to airline schedules can now be instantly relayed through social media sites, confronting carriers with real-time feedback that could either harm or burnish their image depending on how they respond.

"Chaos at J'burg. No one from Cathay Pacific seems to know what is going on, no counters open, no plan, just a v. long queue of p-ed off ppl," a tweet by Jon Wade on December 26 said.

"Five counters and only 1 official here. How come?? Are they on holidays," said a tweet by Lilian Krisna about Singapore Airlines on the same day.

The growing army of netizens airing their opinions is shaping and shifting the image of airlines, running counter to expensive advertisements the airlines produce themselves. Cathay cabin crew threats to withhold food or even smiles on board elicited a comment on Twitter by Fred Thompson: "They call it a strike. I call it flying coach." The comment was re- tweeted more than 80 times in less than an hour.

While airlines are "overspending" to improve their brand, they have overlooked a cost-effective way to promote themselves by responding to social media comments promptly and effectively, said Derek Maggs, vice-president of services industries for SAP's transportation and logistics industry segment in Asia-Pacific.

Budget carriers, on the other hand, have done a better job than full-service carriers, according to a survey on Qantas and Air Asia's social media profile by SAP.

Qantas only received half the social media 'sound bite' of Air Asia despite its revenue being at least six times more. Tony Fernandes, chief executive of Air Asia, is a regular on the airlines' Twitter site.