Its customer service team sees all of the mentions that come into the @AmericanAir Twitter handle, but that conversation only makes up about a third of the brand’s overall social volume.
For the remainder of its social mentions, American needs to be able to see what those mentions are as they come in – making the Mentions Stream in Featured Content an important scene to display.
Many of the social mentions about its brand include photos, videos, or GIFs, so it’s increasingly important for American to also see a live stream of all the images that are being shared online.
First, the business needs to see if something related to safety, security, or compliance is being shared.
For example, if a customer shares a photo of a seat that has the wrong safety card in the seatback pocket, or if a customer sends a photo of their business class seat that has a broken feature, the social team will want to make sure that feedback is sent to its maintenance team so the issues can be fixed as soon as possible.
Similarly, if there is an emergency situation occurring with one of its aircraft, American needs to see what images are being shared – and how frequently – to help inform its operations centers and to assist with swiftly crafting an appropriate corporate response.
Finally, they want to see any images of customer service or sensitive issues that could affect the airline’s reputation.
The sooner American can see the images, the sooner it can address these from a customer service or brand reputation protection standpoint.