Interesting article thanks for sharing, just a thought do you reckon Ryanair maybe haven't embraced the social aspect because they could possibly loose online control & public relation standards. Ryanair's overall marketing strategy, PR stunts are second to none. some good, some fantastic, some really terrible but non the less rememberable. In my view Ryanair dictate the media. Social media could possibly damage there rep. Imagine you had a bad experience while flying Ryanair & I'm sure 1000's do every year! (we all know trying to get through to client service is a pain) Where would you go to complain? First thing that comes to mind is post on Facebook or Twitter page. (bad press they can't really control).
Good point on the 'just splapping up a page for social page for the sake of it' It's like with anything, especially if it's new to the client's business - Many times the notion of having a facebook page is totally different to maintaining one. 'You don't always have to keep up with the Jone's - but do check to see how well there doing, just in case' haha.