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UNDERSTANDING THE VALUE OF SOCIAL MEDIA AT AIRPORTS FOR CUSTOMER ENGAGEMENT SUMMARY Social media will be increasingly important in enhancing the airport experience, growing airport revenue, and building passenger loyalty in a changing global economy. The rapid growth of mobile technology during the past decade has facilitated the development of social media platforms such as Facebook, Twitter, and YouTube. More importantly, the increasing use of social media throughout the world has changed the way people communicate and share information on a daily basis. Social media provides an opportunity for two-way communications in real timeâan invaluable tool for airport operators who provide time-sensitive service to large numbers of people. The objective of this report is to synthesize current literature and practice on how airport opera- tors understand the value of social media for customer engagement. Information obtained in real time through social media has resulted in changes in airport operations and management such as the maintenance of restrooms during peak times, additional signage, the availability of food concessions post-security, and adjustments in Wi-Fi access in certain parts of an airport. Although these changes have a positive impact on customer service, the availability of real-time information requires con- stant monitoring of social media channels and a short response time in order to maintain a high level of service. The major findings of this synthesis were developed from a literature review and telephone inter- views with social media managers at 14 airports and three non-aviation businesses known for social media leadership (a 100% response rate). Case examples summarizing key customer engagement strategies were prepared based on information from the interviews and the social media platforms used by each airport and non-aviation business. The review conducted for this synthesis indicates that social media platforms are valuable tools that customers expect airports and businesses to be using. Social media programs provide airport operators with the framework to engage directly with customers in real time and enhance the pas- senger experience by providing services that meet their needs. At the same time, social media plat- forms provide airport operators with an opportunity to enhance a brand identity that is defined by an overall marketing program and linked to the business strategy of their airports. By creating a social media program that uses the appropriate customer engagement strategies, airport operators can use social media to enhance passengersâ travel experience, facilitate the management of their airports, and identify opportunities for revenue enhancement.
