Up, up and away: Jet Blue reaches new heights with multiple Twitter accounts

Heading back over to Jet Blue for a very simple case study that examines the strategic decisions companies make when they decide to hang their shingle in Twitterville. How many Twitter accounts should one brand have? Companies like Rogers Communications and Whole Foods have several, while others, like SouthWest Airlines, concentrate all their efforts in a single space.

Jet Blue started off with a single, conversational, Twitter account aimed at listening and customer service, but adapted their strategy to the needs of their target audience on Twitter by opening a second account concentrating on ticket sales. The main Twitter account, @JetBlue, has attracted over 1,5 million followers since launching in May 2007, while the newer @JetBlueCheeps account is approaching 100 000 followers after a little more than a year.

So why did Jet Blue decide to diversify? According to Jet Blue’s Manager of Corporate Communications, Morgan Johnston, they understood that their Twitter followers could generally be divided into two groups: those who were interested in conversation, and those who only wanted information on seat sales. They decided to give customers in each segment what they wanted, eliminating what each would consider to be noise.

You can watch the full interview with Jet Blue’s Morgan Johnston here, courtesy of MyRaganTv.

Case Studies Online bonus: To hear about how Jet Blue manages its Twitter account through CoTweets, check out this interview, filmed right around the time the second account was launched.

Bon voyage!

Michelle