Understanding the Value of Social Media at Airports for Customer Engagement (2014) / Chapter Skim
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Pages 13-17
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14 chapter four THE VALUE OF SOCIAL MEDIA Measuring the value of social media is possible within the framework of an airport operator's marketing and business goals and objectives. The value of social media to an airport's overall marketing plan and business strategy can be determined using key performance indicators (KPIs)
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15 with the overall audience growth rate. Answers to the following questions may help measure one's total reach on social media platforms.
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16 marketing and business objectives of educating and engaging the LAX community and the public on the construction status and economic importance of the new terminal to the Los Angeles area, including: • Frequent posts about the new terminal, including photos of TBIT under construction, TBIT's design plans, photos of TBIT before construction, and the opening of more than 60 premier dining and luxury retail shops at the new terminal (including 22 local Los Angeles brands)
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17 Of the 112,000 people reached, more than 3,400 engaged in the discussion about the opening of TBIT by posting likes, comments, and shares, both on LAX's Facebook page and on other Facebook pages. During the three-day campaign, approximately 3.1% of the people who viewed these three posts responded to the content.
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18 Facebook Key Performance Indicators Clues Winning Golf Ball Photo of Winner Total (6 posts) Ferry Street Bridge Ford Center Springfield Laurelwood Golf Course Reach People reached on EUG's Facebook page (no.
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