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“Emerging Media” – Southwest Airlines Style

Posted on: Jul 06, 2009 in Social Media

This video outlines the ways that our clients will and are increasingly using social media to go direct to their customers.

There are two ways that this is relevant to broadcasters:

1.  To understand that this is the direction you must head with your own brands – whether or not you have the "time" or "resources"

2.  To understand that there is a place for broadcasters to help their clients go direct to their customers using these tools with the help of the "expert staff" of your own local media company (or what used to be called your "radio station").

(If you don't see the video, click the post title)
View Comments
  • JW
    I like the fact that she aluded to the managers being allowed to tailor the mediums to the appropriate voice. PR and marketing people have a hard time giving up control, but we can't expect traditional marketing to work in emerging media. If it's not authentic and doesn't fit the tool, don't bother.
  • Good post, Mark. You and I both fly too much, so I can attest that Southwest Airlines is very accessible on Twitter. If you have a flight issue and you tweet them, the response time is amazing. I don't know how many people or other resources they have budgeted for this, but they're doing it really well, at least from the perspective of someone who flies 100,000 miles + a year. Do you know of any radio station that quickly answers and solves questions and complaints from listeners and clients, using Twitter. We already know live human voices aren't a possibility inside radio stations, but I wonder if there's an example somewhere we can point other stations towards for learning purposes.
  • At our station, my GSM says she keeps recommending me to her clients for help with their company's social media needs (freelance scenario).
    Am I understanding you to suggest stations should indeed begin preparing themselves to offer various social media-type services?
    I've been hesitant toward the freelance idea. However, just two weeks ago, she suggested the idea of attaching additional fees to on-air advertising for clients desiring social media consultation/assistance, etc. This intrigued me.
  • Getting all the details right can indeed be complicated. But you're not wrong.
    Or at least do what I do - apologize for bad audio in advance.
  • Radar
    Why can't 90% of the video shot learn to produce good audio.
    The subjects are were the mics should be. Come on people.
    Take the time to get the audio right. Just amazes me how lazy people are.
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MRM President Mark Ramsey has worked with innumerable television and radio broadcasters over his career, including all the biggest names, from Clear Channel, CBS, Bonneville, Sirius XM...

Mark Ramsey