Southwest Airlines Uses Social Listening to Aid Content Marketing and CRM - eMarketer
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eMarketer Interview

Southwest Airlines Uses Social Listening to Aid Content Marketing and CRM

Preview from eMarketer PRO

An interview with

Ashley Mainz

Social Business Manager, Southwest Airlines

Topics:

Interview summary

Southwest Airlines has unlocked the key to operationalizing insights derived from social listening: a Listening Center that was designed to find relevant conversations that answer stakeholders’ questions. Ashely Mainz, social business manager at Southwest Airlines, spoke with eMarketer’s Jillian Ryan about how the organization learns and reacts to social insights.

Interview

eMarketer: Southwest Airlines was an early adopter to social listening. You were one of the team leads on the strategy. Walk me through the journey.

Ashley Mainz: Social listening is the foundation for our social practice at Southwest Airlines and has been for almost a decade, since we first launched our blog in 2006. As a company, we’ve always been in tune to what customers are saying about Southwest, and listening to that feedback on social media informs everything we do.