JetBlue created its first Twitter account in May 2007 (twitter.com/JetBlue). The company's goal was to target its frequent flyers, the loyal TrueBlue users. Realizing the power of Twitter, JetBlue created a cross-departmental working group from marketing, corporate communications, and customer commitment to focus on Twitter. JetBlue's first tweets were marketing-driven. Once it developed a relationship with customers, it began to use Twitter as a vehicle for promotions and an additional mode of communication to resolve customer service issues. The case details JetBlue's spend, reach and impact from using Twitter.
