Twitter is handy tool for airline passengers

When you're traveling and something goes wrong, all you want is for someone to help you get back on track. That used to mean lengthy lines in the airport or long hold times on the phone, but that's been changing, thanks to social media. Airlines are quickly learning that social media tools, particularly Twitter, can act as an excellent customer service channel.

Though Twitter and Facebook have been around for several years, many airlines, like other companies, were hesitant to really embrace them. These outlets have given people a great deal of power, and companies are generally afraid of things they can't control. Forward-thinking airlines like Southwest and JetBlue have long participated, but others have only recently realized that it's a smart move.

The power of social media is undeniable. Just ask Delta Air Lines. A video posted on YouTube of military personnel upset over fees for their fourth checked bags recently earned the carrier a tidal wave of negative attention. The airline already provided three checked bags for free to active-duty military, and the government reimbursed fees for any additional bags, but the reaction via social media channels was overwhelming anger. The uproar actually caused Delta to change its policy and increase its allowance, and other airlines followed suit.

In the past, many airlines have tried to ignore things that bubbled up via social media, and that hasn't worked well. Remember "United Breaks Guitars," where a frustrated United passenger took to the Web with a music video to get satisfaction? United finally responded once the story got legs, but now airlines are quicker to react.

But those instances are few and far between. More important than how an airline reacts to viral stories is how an airline responds to regular people with travel problems.

Delta has become one of the most proactive airlines over the past year or so when it comes to using social media to serve regular folks. The airline has created a model for others to emulate.

Delta now has a social media lab where it runs its efforts. It has created the @DeltaAssist Twitter account specifically to deal with customer issues, though it monitors all mentions of the airline through all channels.