Author A. Averyl Re
More than 1 million customers have discovered the electrifying experience of getting social with United. Options to connect include Twitter, Facebook, Instagram and YouTube, among others, or through United’s own “The Hub” (unitedhub.com). Director of Social Media Karin Moan says those connections provide several benefits.
“Our social media fans and followers include many of our most active MileagePlus Premier members,” Moan says. “Social media helps us build relationships with our most engaged customers.”
Some take advantage of the nearly continuously available team to smooth out travel bumps. Social media staff and a dozen reservations agents respond to 25,000 or more incoming messages a week, usually within 30 minutes of a customer’s tweet or post.
But ensuring a seamless trip is only a small part of the social-media advantage. Regular social-media followers gain insights into the company and often learn about changes and announcements. They also get in on special promotions, such as sponsorships or special offers. Recent promotions gave customers a shot at Major League Baseball tickets and other giveaways.
One customer even got his own personal high five when a team member arranged for a United employee to give him props at the airport after he tweeted a request! Just one more reason customers love to interact with us, as evidenced by the 380 percent uptick in followers on Twitter and the 200 percent increase on Facebook between 2013 and 2014.
“We’re continuing to grow and focus on having more personal connections with our customers. It’s an important part of our business,” Moan says. “We’re invested in making it a meaningful experience.”