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American has launched an aggressive—and potentially lucrative—social media campaign to support the AAdvantage program.
According to the airline's news release: "American Airlines, which this year celebrates the 30th anniversary of its AAdvantage program, has launched Facebook and Twitter channels dedicated to the wide range of opportunities to earn AAdvantage miles with American Airlines and its growing list of AAdvantage participating companies. American is the first U.S. airline to launch dedicated social media channels focused on earning miles."
As American will discover, social media channels are only as good as the value delivered through them.
For now, making good on the promise to award miles through its new digital communications channels, AAdvantage is giving away miles on Facebook.
Through March 31, AAdvantage members can earn between 100 and 100,000 miles in the Mystery Miles sweepstakes on Facebook.
To enter, follow these steps:
- Visit and "Like" the AAdvantage Facebook page.
- Click on the Mystery Miles link on the left.
- Enter your AAdvantage number in the form and click "fly."
- You'll receive a confirmation of the number of miles won.
As of Wednesday this week, American reports that 14 people had won the 100,000 miles. When I entered this morning, I won 200 miles.
To give you a sense of scale, as of 10:00 a.m., the page had been liked 215,392 times.
Deal or No Deal
Quick, easy miles ... what's not to like?
Longer term, however, I'm an agnostic on the corporate use of social media generally, and American's in particular.
The information deployed via Facebook and Twitter could just as easily be published on American's website. And it should be.
Wouldn't American's resources be better used to improve the program fundamentals, instead of on one-off promotions and duplicate communications?
Ultimately, I will only truly like the AAdvantage Facebook page and Twitter feeds if they add extra value to my membership experience. When I clicked on "Like," I was really thinking "Like, provisionally."
Reader Reality Check
Like or not like?
This article originally appeared on SmarterTravel.com.