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The Charlotte Airport’s snarky Twitter might be our favorite thing on the internet—here’s why

By Jessica Swannie
David T. Foster III dtfoster@charlotteobserver.com

In the digital age, it’s vital to maintain an online presence, especially via social media. As someone who manages the social media for a brand, I understand the importance of timely responses, engaging with users and maintaining a positive image.

But what if your brand doesn’t always attract positive comments?

Over the past few months, I’ve found myself engrossed with the Charlotte Douglas International Airport’s Twitter account, @CLTAirport. Not only does the account share useful tidbits, such as parking information, WiFi connectivity links and where to grab a bite on a layover, but it also interacts with guests in a timely manner.

However, I believe the account’s almost 18,000 followers can be attributed to a bit more than just flight updates – specifically, its humorous interactions with disgruntled flyers.

Big name brands including Wendy’s, Denny’s and Netflix all employ a humorous Twitter strategy to interact with their customers and competitors, and the Charlotte Airport is well on its way to joining their ranks.

After spending more time than I probably should have giggling at the account’s tweets, I’ve compiled a few examples of the airport’s admirable Twitter strategy and how it dominates the (local) internet:

@cltairport shares timely updates regarding flight cancellations and long delays.

Timeliness proves one of the most important factors when it comes to managing a social media account. For a customer complaint, responding in a timely manner could be the difference between mitigating a bad review and turning a poor situation into a repeat customer. The Charlotte Airport understands the frustrations of flight delays and uses humor to remind guests that all will be well:

It interacts with bored travelers.

We’ve all experienced a long layover, laced with bored, squealy children and the constant dilemma of “am I bored or am I hungry?” If you’re like me, you spend this time engrossed in your phone, scrolling through endless feeds of happy people not stuck at the airport. Charlotte Airport’s Twitter is here to help you pass the time and mitigate frustration:

The account responds to negative comments to maintain a positive brand image.

Each brand’s social strategy proves a bit different when it comes to handling negative comments. While some brands take negative comments offline by offering an email or phone number, other brands serve up sass to defend their honor. The Charlotte Airport employs a hilarious strategy to handle negative comments while maintaining a positive brand image:

From @cltairport twitter
From @cltairport twitter

@cltairport shares information regarding renovations.

Responding to the same complaint from different customers is among the most mundane aspects of managing a social media presence. Twitter is notoriously known as the platform to complain to brands, but also acts as the ideal opportunity to assist with resolving problems in a quick, unique manner.

The Charlotte Airport experiences quite a few complaints regarding terminal renovations. Instead of responding with a coined copy-and-paste, the account adds a little sass to snarky travelers inquiring about the status of the airport decor:

The brand is open to hearing ideas from visitors.

Oftentimes, social media provides beneficial for brands who wish to hear and implement feedback from their customers. It gives them the opportunity to see what would make the customer experience easier, or on what items/services/goods customers will spend their money.

However, sometimes individuals just want to share their opinion – be it worth any value or not. Luckily, the Charlotte Airport comes prepared with a humorous jab:

@cltairport offers a guide to its offerings.

I’m one of those airport visitors that’s always wandering to other terminals for the perfect pre-flight snack. A few years back, I craved an Einstein bagel, but didn’t know which terminal to find it. I also couldn’t tell you what the venue offers outside of where I’ve personally dined, but the Charlotte Airport account is on top of that, ensuring that all guests get the opportunity to purchase a layover snack (or where to find an empty coveted rocking chair):

And my personal favorite: The account doesn’t take things too seriously.

At the end of the day, brands are meant to use social media as a tool. But that doesn’t mean they shouldn’t have a little fun with their dedicated followers:

A brand’s Twitter strategy defines how its customers think about it as a whole. Although maintaining a social media presence doesn’t always prove easy, the Charlotte Airport uses a mix of humor and useful information to engage with guests and to put Charlotte on the map.

Featured photo: by David T. Foster III/Charlotte Observer

This story was originally published June 20, 2018 at 1:10 AM with the headline "The Charlotte Airport’s snarky Twitter might be our favorite thing on the internet—here’s why."

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