By embracing social media, Boeing avoids PR dustup and becomes ‘kind of human’

How did Boeing react when an 8-year-old sent the company a drawing of an airplane? It mailed him a cold form letter. “Like many large companies, we do not accept unsolicited ideas,” the letter said. “Experience showed that most ideas had already been considered by our engineers …” Last week, the boy’s dad posted the letter on his blog , sparking a social media backlash against Boeing. But wait! There’s a happy ending for both sides. Boeing had  joined Twitte…