Delta Air Lines knows that in the world of travel, word travels fast.
That's why the area's dominant air carrier has been increasingly aggressive in its social media efforts, recently launching a Facebook application that lets travelers coordinate trips with friends.
Delta is using such social media initiatives to gain better control of its image and its interaction with customers. In addition to rolling out its trip organizing app, Delta allows travelers to purchase tickets directly through its Facebook page and has expanded its team in charge of responding to customer complaints and questions through Facebook and Twitter.
"It's all part of our overall e-commerce strategy to be where our customers are and provide the technology that makes their travel simpler," said spokesman Paul Skrbec.
During a social media conference earlier this year, Rachael Rensink, Delta's manager of social media, said such moves were in response to the sentiment about Delta on social networks, which she characterized as "overwhelmingly negative."
"We realized that there was already this huge social footprint out there for Delta. We weren't part of it," Rensink said during the May presentation. "There's nobody on our side, telling and engaging our customers where to find help, how to find your bags, how to get rebooked if you missed your flight. ... We have no credibility in the space if we're not engaging our customers where they want to hear us."
Rensink noted that one word-of-mouth comment can have as much value as 200 traditional ads.
"It's quite something when you look at a multimillion-dollar ad campaign and realize that one person can blast that all out of the water," Rensink said.
And Delta hopes to build awareness with its new app, called Away We Go. The tool seeks to eliminate all the phone calls, e-mails and confusion involved when travelers try to organize vacations with friends on their own. Away We Go allows Delta customers to invite guests from their existing list of Facebook friends, post itineraries and find suggestions on places to go and things to do while on vacation.
The app, which was rolled out earlier this month, works with Delta's Ticket Counter on Facebook, where consumers can purchase tickets without ever leaving the site. Consumers can access the app by doing a search for Delta Away We Go on their Facebook pages.
Analysts said they believe Delta's dive into Facebook will help strengthen its bond with consumers.
"Many people think of Delta as more standoffish. This helps Delta battle that image," said travel expert Terry Trippler, who runs ThePlaneRules.com. "Anything you come out with that further enables your people to be thinking of you, has got to be a good deal."
Twin Cities attorney Ernest Grumbles said he's interested in Delta's new Facebook app, saying it could be a useful tool in organizing plans with friends and family. Grumbles, who has booked flights on Delta's website, said he usually coordinates those trips through e-mail.
"That's not an easy way to do that right now," he said. Grumbles said the application shows Delta is "taking a customer-oriented approach."
While Away We Go lets people buy Delta tickets through its Ticket Counter, users aren't required to buy a flight to use many of the site's features.
Paul Isakson, director of strategy at advertising agency Colle+McVoy, called Delta's social media push smart. Delta was the first airline to launch its Ticket Counter on Facebook last year.
"By being first, people will start to go to them and rely on them," Isakson said. "We're creatures of habit. The more we get used to something and the more we like something, the more it's harder for us to let go of it."
Delta said it created the Facebook Ticket Counter in part because its customers were going on Facebook more than any other website when they were using wireless Internet on Delta flights.
Delta declined to say how many tickets have been purchased through its Facebook Ticket Counter, which it created through Minneapolis start-up 8thBridge Inc.
Other airlines are also ramping up their social media efforts.
For instance, JetBlue has an app called Go Places that encourages its customers to check in on Facebook when they get to a JetBlue terminal. When travelers check in, they get frequent flier points.
"We always want to be part of the community," said Morgan Johnston, a JetBlue spokesperson.
Southwest is on Instagram, a free photo-sharing program that allows users to take photos, enhance them and share the pictures on the service or other social networking sites.
Southwest and its fans have posted images of its planes, airports, employees and other representations of the "Southwest experience," which analysts say is appealing to fans of its hip style.
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