Recently the Airbus A380, the world’s largest commercial airliner, visited Edinburgh with a superb approach and go manoeuvre which was something to behold. It also visited Prestwick and the Dublin air show.
To publicise the event they had a Twitter account, obviously to keep people informed, attract more people and build a media buzz around the event. While the event was rather well attended the potential of their social media experiment was wasted, losing the company a great deal of free advertising and not helping those who were following the account, keen to see the plane.
This is a prime example of a company failing to remember the prime reasons for having their social media presence and for understanding exactly what is needed to make it work for them and their followers.
Airbus missed out on two important areas, timely communication and engagement, missing these meant that the Twitter account was wasted when it could have been so much more for those at the event, those following the plane, and the company themselves.