Part 1 : Early Efforts and the Ash Cloud
KLM has been active in social media since late 2009. Ever since, people have been asking us about our social media strategy. We’re pleased about all the attention. Unfortunately, though, we can’t answer all questions individually. So, we thought we’d write a short series of blogs about it instead.
Back in the summer of 2009, a small group of department representatives gathered each week to discuss the rise of social networks and how they related to KLM. Rather than blindly setting up accounts, thinking, “We have to do something with social media”, we took the time to observe, listen and learn. We noticed how travellers were exchanging experiences with each other, how the media were listening in, and how online sentiment was having an increasing impact on consumer choices and brand reputations. We concluded that, by becoming an active part of the online dialogue, we could increase brand engagement, strengthen our reputation, and ultimately sell more tickets. It was in these early days that we created the solid base that is now one of the keys to our success: cooperation. Keep reading →