Boeing uses Twitter for PR save

05/4/2010 | NYTimes.com

Boeing, which has just started using Twitter, showed a nimble touch in the use of social media by tapping the microblog to respond to a situation in which the airplane manufacturer initially rejected an 8-year-old's hand-drawn plans for a plane with a legalistic form letter. When the boy's father, John Winsor, chief executive of the ad agency Victors & Spoils, tweeted about the incident, Boeing used Twitter to acknowledge its rote response to the situation, with its tweets garnering positive feedback from the company's followers.

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