In today’s world of marketing, we see a significant shift from companies using social media as simply another means of advertising to consumers to adopting a more human-centric approach. What does that mean exactly? Well, it means they’ve gotten the memo that people want brands to treat them like people instead of just consumers. 

People want to feel connected to brands in some way, and brands are achieving this by creating content that is more relatable and often user generated. This type of strategy fosters a deeper connection and provides a way for people to engage in meaningful conversation.  

United Airlines

United uses a different approach over JetBlue in that they utilize a creator mindset where they embrace a storytelling approach to content creation that is engaging and entertaining, and relatable while naturally weaving in the brand. 

User Generated Content

They also include user generated content which helps to showcase authentic experiences by people allowing the brand and its consumers to connect on a more personal level. 

Credit: United Airlines Official Facebook Page

Camp Being United Program

United also offers a program for employees who are influencers, it gives them a chance to learn more about social media content creation and to connect with other like-minded employees. 

Credit: @Natalieinthecity, Youtube

Authentic Engagement

United engages its audience by responding to followers and viewers with positive and clever responses while trying to encourage further conversation. They not only comment on their own posts but on other United-related and general viral content. 

Credit: United Airlines Official Facebook Page

Taking the Good with the Bad

Credit: United Airlines Official Facebook Page

United also addresses customers who have poor experiences with their airline. They reply to comments made on social media and provide a way for commenters to resolve their issues.

JetBlue

Consumer engagement is important to JetBlue, they interact with consumers, address concerns and engage in conversation. They like to use humor, offer behind the scenes pictures and videos, also they host contests to create a positive fun environment on their social media pages. 

Influencer Marketing

Video Credit: @OfficialSAARAH

JetBlue also utilizes partnerships with online influencers where they offer free flights for honest reviews which helps to generate positive word of mouth for the brand and builds loyalty. They also utilize User-generated content and encourage passengers to share their experiences with the airline which in turn helps to portray the brand in a positive light. 

Interactive Billboard

JetBlue installed an interactive digital billboard in New York’s John F Kennedy airport which connects a feed of data that leverages traffic, airport lines, and JetBlue flight information so that passengers can get a feel for how long it would take to board a flight at the airport using JetBlue. 

Addressing Consumer Concerns

Like United, JetBlue also responds to people who might have had problems while flying with them. They like to avoid generic automated responses and address each concern individually and offer a way to resolve it by offering an apology, compensation, and how they will work to prevent it in the future. 

Credit: JetBlue Facebook Page

The Final Verdict

After looking at both airline’s social media pages from my personal perspective, I think that United does it better. Their content feels more organic, while JetBlue’s posts come across as more like advertisements than genuine engagement. They advertise frequently, posting ads for low-cost flights, while United shares content about new features that doesn’t feel promotional.

What are your thoughts on United and JetBlue? Comment below if you agree or disagree that their social media pages are more human-centric or simply another business presence on social media.