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Eurowings closes official X account amid strategic shifts

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Eurowings closes official X account amid strategic shifts
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Simple Flying | Simple Flying

Lufthansa's low-cost airline, Eurowings, has deactivated its official X account, which had over 90,000 followers. The move was made on December 27, 2024, shortly after Elon Musk publicly supported Germany's far-right party Alternative für Deutschland (AfD) on the same platform. Musk claimed that "only the AfD can save Germany."

Eurowings did not disclose why it decided to deactivate its account on X. Simple Flying has contacted the airline for further comment. This decision is part of a broader trend within the Lufthansa Group to reassess its communication and media strategies.

In a statement posted on X before deactivating the account, Eurowings announced that it would no longer respond to mentions or messages there but encouraged users to connect with them on other platforms like Instagram, TikTok, Facebook, and LinkedIn.

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The airline boasts significant followings on these alternative platforms: over 1 million followers on Facebook, 700,000 on TikTok, 399,000 on Instagram, and 105,000 on LinkedIn.

Eurowings is not alone in this action within the Lufthansa Group. Austrian Airlines also closed its X account at the end of October 2024 despite having more than 117,000 followers. Meanwhile, Brussels Airlines has not been active since September but has kept its account open with over 74,000 followers.

Conversely, Lufthansa and Swiss International Air Lines continue their engagement on X. Lufthansa leads with over 540,000 followers while SWISS maintains a following of more than 306,000.

Social media plays an essential role in public relations for airlines by facilitating customer engagement and managing various communications challenges. Different airlines adopt unique social media strategies based on their branding and target audiences. For instance, Ryanair often uses humorously unconventional methods by turning passenger complaints into memes—a strategy partially mirrored by Eurowings to engage their audience effectively.

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