Many PR people talk about the importance of "crisis communication" when it comes to social media. But, very few talk about how to respond to positive messages people share about a company.
A Worcester native, Bill Randell, started a contest to petition JetBlue to start flights out of the Worcester airport. Here's a good story from the Worcester Telegram and Gazette about the contest. Bill offered $2k to the best video. Each video must petition JetBlue to come to Worcester.
Here's an example that was created by a buddy of mine and his daughter. I may be a bit biased, but I think this is the cutest and funniest video out of the ones I've watched.
JetBlue noticed the competition and they also created a cute funny video in response to it.
Whether JetBlue comes to Worcester or not, Worcester residents will no doubt think of JetBlue as a cool company. They demonstrated that they're listening. And by relating to how most people struggle with pronouncing the name of the city like natives do (you have to watch their video to know what I'm talking about), Worcester natives will feel like they share a common joke with JetBlue. They not only responded, they related.