Airports Social Media Strategy

Today’s article is about airports.

It may not sounds like the sexiest topic ever but airports are actually exciting objects to study because an amazing number of processes are taking place there,24 hours a day, 7 days a week, and all these activities are incredibly diverse. To managed all these flows (information, people, goods…) in an optimized way, social media can come really handy.

Iwas thinking of going through a lot of case studies but as the saying goes, “give a man a fish, he will have food for a day, teach him how to fish and he will have food forever”. Well, I would ratherteach you how to fish so instead of giving you just example of what others have done, I will try to show some ways to figure out what’s right for you.

And, since I’m incredibly generous, I willstill give you the best case study I found. Happy? Let’s go!

1- First, you have to understand what is at stake for you.

For example, you may think that an airport is an airport is an airport, andthat customers rarely go to an airport just to go to the airport. You probably think that since customers very seldom choose their flights according to the airport and that they rarely have the choiceof the airport, airports don’t need to differentiate and fight competitors. Well, that’s what I thought before realizing that airports first customers are…airlines. Airports sell facilities (such asrunways, terminals etc) to the airlines (that will then sell their product to consumer). Therefore, their aim is to look attractive to airlines and one of the ways to reach that goal is to look moreattractive to travelers. However, with the multiplication of offers, some travelers may have the choice to transit by one airport instead of another because of the experience provided.

So ask yourselfwho are your stakeholders and what you want to achieve for them. For airport it could be: How do I make my offer more attractive to consumers than my competitors?

2- Understand what your service...