Understanding the Value of Social Media at Airports for Customer Engagement (2014) / Chapter Skim
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Pages 132-134
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133 chapter seven CONCLUSIONS Social media platforms are growing in importance, but are one part of an overall marketing strategy that includes a combination of public relations, advertising, and networking tools. Measuring the value of social media is possible within the framework of an airport operator's marketing and business goals and objectives.
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From page 133... ...
134 • Social media play an important role in providing real-time information about airport operations, including posting alerts about airport closures resulting from inclement weather, network outages, airline computer system failures, air traffic control system delays, and ground traffic delays. MEASURING THE VALUE OF SOCIAL MEDIA • Each of the social media managers interviewed for this synthesis indicated that the use of social media platforms enhanced customer engagement and promoted the role of their airport or business.
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From page 134... ...
135 COMPARING SOCIAL MEDIA USE FOR AIRPORTS AND NON-AVIATION BUSINESSES • The social media customer engagement strategies used by non-aviation businesses are, in many ways, similar to those of airports; that is, both promote the services they provide through contests and discounts and sponsor community and charity initiatives. Any differences in customer engagement strategies are related to the "fit" of certain social media platforms to the business and/or the market served by an airport.
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