Why US Airways is Completely Bombing with Social Media

The entire goal of social media is to share meaningful conversations and build relationships. Social media is providing the outlet for huge brands to connect with their customers on a one to one level that has never before been possible.
 

I personally use social media outlets like Facebook and Twitter for customer service issues. This doesn't require me to wait on hold or fight a language barrier with a customer service representative in a call center halfway around the globe.
 

The process is easy and can be very effective. In fact, In the last 3 months customer service I have received through social media outlets have keep me a customer of two great brands.
 

Blank Label, a custom dress shirt site for men, sent a reply to an order change I had at 1:00am in the morning through Twitter.
 

I had a great conversation on the Facebook Wall of Invicta Watches with a customer service rep who explained their online ordering process. I went from angry back to a loyal fan in a matter of minutes. The most beautiful thing was that a number of other fans of the brand joined into the conversation as well.
 

I had a situation with US Airways last week and went to reach out to them through their social media channels on Facebook and Twitter. I was floored when I read the following on their Twitter description:
 

Have a complaint/compliment to share with us? Go to usairways.com/feedback so we can followup directly.We aren't able to provide a proper response on Twitter.
 

The same thing was posted on Facebook and their website about responses through their social media channels.


US Airways is completely missing the point of social media.
 

When competitors like Southwest Airlines (@southwestair) are embracing social media and are reaching out and making it a point to embrace the consumer it is no surprise that they are gaining market share.
 

For social media marketing to be effective it has to be authentic and real. You have to engage and respond to the consumer.
 

For this reason alone, US Airways is completely failing with social media.