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About this site

My name is Neil MacLean. I am a new media strategist in the UK and this blog covers social media technologies and the travel business.

I study the impact of consumer generated content and analyse how your customers can help you be found and trusted in a crowded marketplace.

This blog is a playground and in a constant state of experimentation. Sorry about that.

Anybody who goes to the bother of checking in online for an EasyJet flight knows the airline usually assigns them a place in boarding group C or worse. The reason given - usually - is that online check-in allows you a few extra minutes to get to the gate and therefore you wouldn’t want to be first on the plane anyway - or some such nonsense.
But what’s this? Tonight I checked in and I have been assigned group A, both in and out of London. What’s going on? Have they decided to reward their desired behaviour after all or have I reached some sort of privileged, yet hidden, threshold of flights?

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