As a frequent flyer, I understand the frustrations of flight complications.

So when I read this article on the Huffington Post about a nightmarish sequence of flights, I empathized. “There were maintenance problems, massive delays, wrong gates posted and flight times changed without proper notice,” laments the author of the article, Lauren DiMarco.  ”These are several of the reasons that people complain about flying the friendly skies.”

But American Airlines is a savvy company with a fantastic social media presence and strategy. Twitter, in particular, is a fantastic example of American Airlines’ customer interaction.

DiMarco actually prefers Tweeting with AA instead of calling their automated hotline. It got her the results she needed quickly and conveniently. And we’re talking about getting flights switched with special arrangements. If you’ve ever had to call an airline looking for a last minute adjustment, there is a good chance it didn’t go over well.

What is great about this article is that you can apply the lessons to your own company’s social media efforts. How can you become more engaging on social media? Here are three quick guidelines to help you get started.

1. Be Thorough

How fortunate for American Airlines to make the effort to help a customer who happened to be a travel writer for a major website. You never know the influence any of your customers have. But never underestimate the power of word of mouth. Respond to everyone. American Airlines was the cause of so much of DiMarco’s strife, but thoughtful responses on Twitter diffused the situation and established her loyalty towards the brand.

2. Be Sincere

No one wants to be treated poorly by a sprawling, faceless corporation. Using social media as a mechanism for response is a step up from anonymous hotlines. Keep in mind, however, that folks hold their social media accounts as items of legitimate personal importance. Your company has a chance to offer a thoughtful and carefully-crafted response to any and everyone who reaches out to your brand. Take advantage of this.

3. Be Speedy

There is a reason people will Tweet before they call you. They aren’t looking to spend their day on the phone, talking in circles and getting a healthy serving of red tape to chew through. If you get a Tweet or Facebook comment, don’t let it sit for too long. Be ready to respond in a timely manner.

Being reactive to your networks’ needs is a critical part of a healthy social media strategy. If your followers are taking the time to reach out to you, it is very important to extend your gratitude back to them. Being reactive leads to being proactive. And your audience will thank you for that.

Follow me on Twitter @JohnFoleyJr!

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