Social media has also served as an excellent live, go-to platform for airlines to not only connect, but also engage with their stakeholders. Here are three ways on how social media impacts the airline industry. Many conversations between airlines and passengers take place on social media platforms, rather than on the phone or through e-mails. It often starts with public exchanges on public channels, before shifting to direct or private messages during the latter stages of customer service; for example, when such discussion requires sharing of personal data in order to resolve the issue. Major airlines have dedicated teams to monitor conversations on their social media platforms, and typically respond within the day. Interestingly, in India, the airline IndiGo took to social media to showcase their punctuality; the airline’s social media team would proudly share updates with their followers with the hashtag #ontime whenever a flight reached its destination early. However, airlines need to recognise that on social, more so than on other platforms, customer engagement is a two-way street. This two-way street also needs to be enabled by a well-connected back-end, and translated into an empowered customer-facing front-end. Get the full story at The Drum