American Airlines launched a new blog last Friday. When I first went to it, I thought it was a joke site as the only thing that made it seem like it was their official blog was that it said it was their official blog.
I did some fact checking and confirmed that it is their official blog despite it not even having their logo. It's also not hosted on their own aa.com domain but on blogspot.com - the domain Google uses to host free Blogger accounts.
I read that it was put up quickly to try and open up additional lines of communication in response to AA's week of cancellations and chaos. I guess that explains why they went with Blogger instead of putting it on their own aa.com domain. And Blogger isn't the easiest blog platform for uploading logos - but I'm sure someone at AA could have figured it out.
Their first post is an apology with a YouTube video walking people through how to fill out the compensation request form. A very good start.
Their second post informs us that their service was back to normal on Sunday, apologizes again, and provides a link encouraging people to request compensation. Not trying to hide the compensation from people scores them points with me. A great second post and bringing some closure to the service disruption issue.
But their third (and currently last) post tells us nothing. Here are the first two sentences:
We have been getting several questions about industry consolidation, so we wanted to share American’s current position.
We generally don’t comment on what role AMR might play, if any, in consolidation.
I replied to their post with this comment, which sums up my thoughts on their third post:
Thanks for clearing up your position... not.
While I'm glad to
see AA is trying to figure out ways to increase communications with
their customers through a blog, posts like this that provide a
non-answer are pointless.
So you have been getting questions
about consolidation. That makes sense. But your answer didn't comment
on it in any meaningful way.
Use your new blog to provide new
or useful information. If you can't talk about something for legal or
other reasons, then just don't talk about it.
It is too early to tell if their new blog will be a success or a big waste of time. But I hope American Airlines decides to take advantage of their new blog by embracing it, using it to provide 2-way communication with their customers and highlighting new and interesting things about American Airlines.