It seems that some airlines are moving to a more thoughtful Twitter use than simply bombarding followers with updates. Dutch airline KLM is following a marketing strategy that relies less on tweets – a raging fad among airlines – and more on direct engagement with passengers. KLM’s latest example was its recent surprise upgrades and free gifts at Christmas.
The airline sent just about one tweet a day in December while many airlines easily send ten times more, if not higher. KLM has even released a promotional video with the slogan “actions speak louder than tweets” to highlight their focus on customer service.