The airlines are in trouble – we all know that. Well, maybe not Southwest – who have a great blog and seem to keep their passengers if not insanely happy, at least not screaming in the aisles like most other airlines. Now, United Airlines pilots are using social media tools to air their issues and demand the removal of UAL Chairman, President and CEO Glen Tilton.

They got the right url glentilton.com  and on this site, there is media coverage, reports and the opinions of the pilots themselves. They want Glen Tilton out and they are telling the public why.

From what I can see, no one from United Airlines is responding to this website or acknowledging the issues that the pilots are putting forward, at least not publicly. This is one of the challenges of social media, when something like this happens – what do you do?

I have to be clear that I do not know the entire story from both sides. I only know what I have read and seen in the media and what this website tells me. Which, I think is a perspective that United Airlines might be missing. They may have done a great deal to work things out with the pilots, but I don’t know that, as they aren’t telling us anything.

They may be in talks with the pilots right now. For all I know, the board of directors may be asking for Glen Tilton’s resignation as I write this. That’s the problem — no one from inside the organization is letting us know what is going on.

What if they did? What if they publicly announced that they were going to hold town hall meetings and that they were going to tape them and put them up on their intranet for employees who could not be there in person? What if they reached out to some of the pilots and and set up live panel discussions that were webcast so anyone in the company could watch the senior executive and the pilots have open, respectful and authentic discussions on what can be done to bring the two sides together? None of this would be available to anyone but employees, but what if they told the public that they were doing this … I know I would have a better perception of the people running the company.

From my perspective, United Airlines needs to wake up and smell the coffee (which is one of the few items you are not yet charged for on an airplane). The pilots have gone social media on them, they have opened their problems to the whole world. Shutting their C-Suite doors and pretending it isn’t happening, won’t do them any good.