"Social Media - A “Must-Know” for the airline industry. It is early days for social media as a B2C tool. The scale of activity at the non-commercial level is however such that businesses cannot help but seek to tap into what may prove to be a lucrative flow. It may or may not be an important tool of the future - but meanwhile it is too potentially valuable to ignore. Anything that might give you - or your competitors - a competitive edge is Must-Know at a critical time like this. As always, low cost airlines tend to be the innovators in this area, but – perhaps in a sign of the changed times – many full service airlines have strongly bought into the Social Media sites too."
