As customers Tweeted about their experiences, airline carriers began to respond publicly and directly to customers to better understand travelers needs and concerns. This direct communication between the airline and traveler led to the feeling of being heard and respected by those able to create and implement change. Publicly airing grievances and celebrating triumphs allows an airline to appear transparent and engaged with the purpose of travel for their clients. This instant snapshot of the customer’s experience is broadcast via social media to potential customers traditional marketing may not reach. Expertise in social media marketing is needed to maintain a healthy balance of sharing great experiences and the acknowledgment of experiences that were less than optimal. Forward Media has the expertise as professional social and digital marketers to strike and maintain that critical balance.