Last week I was reading about the success of Delta Air Lines in meeting customer needs and expectations through Twitter. Notably, in addition to its corporate Twitter account @Delta, Delta also maintains @DeltaAssist, an account completely dedicated to service issues. Delta Vice President of Reservation Sales and Customer Care, Allison Ausband, noted how the company quickly realized that “real time conversations” would require “real time responses.”
She’s absolutely right. This agile approach allows Delta to maintain a positive and persistent web presence that can avoid viral catastrophes. This case made me wonder - has maintaining multiple Twitter/Facebook accounts to address specific consumer concerns become best practice?
For example, the college that I work for maintains two Facebook accounts. One account is dedicated to admissions and the other for all college information and updates. Again, this approach has worked well. Alumni and current students receive and talk about information that is relevant to their lives post-college and high school students easily find engaging content about applying to college.
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