American Airlines responds to every tweet with original, non-scripted answers

When Annette Hernandez joined American Airlines' social media team a few months ago to oversee social customer service, she sat down with the group to brainstorm ideas for what the company's Twitter persona ought to be. The team came up with a ton of words, she says: genuine, authentic, transparent, savvy, clear, professional, warm, upbeat. One thing it should never be, though? Scripted. "It's part of our overall plan for our style and how we want to engag read more...