Investment in social media is 'not the first choice' for Malaysia Airlines

Malaysia Airlines senior VP global sales and distribution Duncan Bureau, speaking at the CAPA Australia Pacific Aviation Summit, stated (08-Aug-2013) investment in social media is "not the first choice" for the carrier, but acknowledged: "We need to be there, we need to monitor what is being said about my brand". He said the carrier is using social media as listening device, for example, to obtain and react to customer feedback and to provide service information (eg when there are service failures). The carrier is also launching advertising campaigns through this channel, but is not using it as a booking tool.