This is the last in a series of interviews recorded at the 2009 SXSW Conference, held in Austin, Texas from March 13-17.





[Right-click to download]

Recorded on Monday, March 16, 2009; running time: 11:34

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I'm an unabashed fan of JetBlue Airways -- and it isn't because I get my own TV monitor every time I fly with them (OK, that helps).

Actually, it was JetBlue's irreverent, tongue-in-cheek approach that first won me over (a good match for my sense of humor), and the experience has continued through with my customer-service requests, interactions with the flight crew, and exchanges with @JetBlue on Twitter.

Morgan Johnston is the main man behind that @JetBlue account, and in this audio conversation recorded at the 2009 SXSW Conference, he explains how companies can have meaningful interactions with customers in 140-character chunks.

SHOW NOTES

* Morgan shares the biggest lessons he and JetBlue have learned over nearly two years of maintaining a corporate account on Twitter.

* Morgan talks about how JetBlue has worked to communicate with customers authentically through social media.

* Morgan offers two pieces of advice to brands that struggle to find their human, conversational voice online:
1. Know what your brand's personality is.
2. Reach out to your customers and find out what they expect from the brand.

* Morgan explains why Twitter may not be the best channel for addressing in-depth customer service questions.

* Morgan discusses the importance of engaging with customers in the social channels where they already spend their time.

ADDITIONAL LINKS

* JetBlue Twitter account: @JetBlue
* Morgan Johnston on Twitter: @MHJohnston
* JetBlue Flickr photos
* JetBlue Group Pool Flickr photos