Has JetBlue's social-media strategy gone down the chute?

08/12/2010 | Advertising Age (tiered subscription model)

JetBlue's social-media strategy has been thrown for a loop by Steve Slater, the rogue airline flight attendant who reportedly flipped out, swore at passengers and made a dramatic exit via his plane's inflatable evacuation slide. Slater has become a folk hero on sites such as Facebook, but JetBlue -- normally known for engaging with its customers -- has been forced to stay more or less silent. Any flippant or informal online responses to customers might cause the airline problems during subsequent FAA investigations or civil suits, experts say.

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