When a company puts itself out there as a company adept and active in social media, it gains social capital that it can cash in later on in a crisis or legal situation.
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AdAge Post by Rupal Parekh and Michael Bush.
At some point, people only care about what you are DOING. Social media is just another way to let people know what you are doing. It isn’t an answer intrinsically.
JetBlue doesn’t have “social capital” to cash in, they have a reputation as a company that treats their customer well and they let people know in a tasteful way that adds to that reputation. When you do consistent good work for your customer, they will give you the benefit of the doubt when something bad or out of the ordinary happens.
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