Understanding the Value of Social Media at Airports for Customer Engagement (2014)

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136 GLOSSARY OF TERMS, ABBREVIATIONS, AND ACRONYMS AEG—Anschutz Entertainment Group ARFF—Aircraft Rescue and Firefighting Facility bitly—a free URL shortening service that provides statistics for the links users share online. bitly is popularly used to condense long URLs to make them easier to share on social networks such as Twitter. BOS—Boston Logan International Airport CAK—Akron–Canton Airport CRW—Charleston Yeager Airport DAA—Dublin Airport Authority DFW—Dallas/Fort Worth International Airport DUB—Dublin Airport EIA—Edmonton International Airport Engagement—a social media measure that captures the how and what of audience interaction with social media content. Facebook shares and posts, RTs (retweets), and website/video click-throughs are monitored to determine engagement level and engagement percentage. ESP—Enhanced service portal EUG—Eugene Airport Hashtag—a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.” Example: #yourhashtag. KPIs—Key Performance Indicators LAX—Los Angeles International Airport Like—a “Like” is an action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the “Like” button as a quick way to show approval and share the message. MERF—Marine Emergency Response Facility MKE—Milwaukee General Mitchell International Airport MOA—Mall of America MSP—Minneapolis–St. Paul International Airport Profiles—information provided by users about themselves when signing up for a social networking site. Post—an item on a blog or Facebook.

137 Potential impressions—an estimate of the total possible number of times someone could have viewed a tweet. Reach—a measure of a social media platform intended to capture the spread of a social media con- versation and potential audience size. Typically, “Reach” is used as the denominator in other social media measurement equations. For example, a selected number such as clicks, RTs, or replies divided by “reach” can provide an audience engagement percentage. RT—a retweet is when someone on Twitter sees your message and decides to re-share it with his/her followers. A retweet button allows the individual to quickly resend the message with attribution to the original sharer’s name. SDIA—San Diego International Airport SFO—San Francisco International Airport Social media—refers to interaction among people in which they create, share, and/or exchange infor- mation and ideas in virtual communities and networks. Tags—keywords attached to a blog post, bookmark, photo, or other item of social media to allow for easier searches and aggregation. TBIT—Tom Bradley International Terminal at Los Angeles International Airport TIA—Tucson International Airport Twitter Handle—another word for a Twitter username, designated by an ‘@’. URL—Uniform Resource Locator, or Web address USO—United Service Organizations Vine—a mobile app owned by Twitter that enables users to create and post 6-second video clips on social media platforms such as Twitter. Volume—a social media metric that is a general indicator of audience interest. This metric may change over time as conversations evolve and during the day as the audience has time available to engage with the content. Wall—a shared message board on a Facebook user profile. A user’s friends can post content, such as text, photos, or URLs, to the wall, and others can either like or comment on that content. YMCA—Young Men’s Christian Association