Tweeting directly from an empty hanger in the Schiphol airport, KLM Royal Dutch Airline addressed travelers' concerns in an attempt to maintain faith in the airline with the 12-Hour Human Tweet. Each of the airline staff was formed into a line and given a letter of the alphabet to hold as the team physically spelled out responses to each tweet directed at the airline. For 12 hours straight, the passengers had this Dutch airline staff’s undivided attention.
This interactive technique is a wonderful way to use social media to advance business, bringing a much more human connection to users with personalized tweets and thoughtful responses. Taking the time to answer every inquiry, the 12-Hour Human Tweet was KLM’s shining moment that proves there is still a very human element to big business that sometimes gets lost in the brand.