Blogs as Online Life Raft

After a recent crisis, Jet Blue Airlines responded to bloggers in their own medium, according to Adweek. They acted in strong contrast to Taco Bell’s rat scandal, and have come out looking better because of it.

When a company joins in the discussion online, it become someone to talk to, instead of talked about. When people feel they can talk to companies on blogs and other online media, they feel closer to the company. It loses the faceless, corporate image and becomes like a friend.

Brands need to be as comfortable using online discussion tools as their customers. These situations can make or break a brand, so a company’s response must be tailored to the desires of consumers.