Social Media and Marketing

More and more airlines are embracing social media marketing for promoting their brands, engagement and brand loyalty. But much of this activity is still “experimental – and may be ephemeral”, according to the Centre for Asia Pacific Aviation (CAPA).

Published: 28 Aug 2009

More and more airlines are embracing social media marketing for promoting their brands, engagement and brand loyalty. But much of this activity is still “experimental – and may be ephemeral”, according to the Centre for Asia Pacific Aviation (CAPA).

In its analysis, CAPA, which has also mentioned that such activity can be dangerous, said these intiatives are still in their early stages. But the “scale of activity at the non-commercial level is however such that businesses cannot help but seek to tap into what may prove to be a lucrative flow.”

Even though both traditional and LCC models are stepping up their efforts, till date, Twitter, Facebook, Flickr, YouTube and online blogs, offer largely unexplored new advertising and promotion platforms.

CAPA highlighted that through well developed social networking sites, airlines are able to communicate on a more personal level with potential and existing customers. “However, as yet, the full potential of these sites has not been developed – and may in fact prove to be much overstated, or alternatively, have the power to transform some marketing strategies. Most probably, as the media evolves, airlines will come to understand how to integrate its usage into wider marketing and sales strategies,” it added.

As highlighted in several EyeforTravel.com’s reports this year, CAPA, too, mentioned that for social media marketing approaches to be truly effective, they need to be clearly and effectively aligned with the carrier’s business strategy, rather than being seen merely as a trend or a gimmick. Only when this is done can carriers realise the revenue potential from these sites. Airlines can also use this as a customer service tool.

“But, once airlines enter into these new, uncontrolled and experimental areas, there needs to be a recognition that the company:public interface becomes a whole different environment – and one over which the airline has only very limited control,” concluded CAPA.

How can travel companies navigate the minefields of the new social media landscape?

“It is easy to get caught up in and overwhelmed with social media”

Is your brand genuinely making the most of social media?

Social Media in Travel Strategies Conference

EyeforTravel is scheduled to conduct Social Media in Travel Strategies Conference 2009, to be held in Prague (October 13-14) this year.

For more information, click here:
http://events.eyefortravel.com/sales-and-marketing/conference/social-med...

or contact:

Gina Baillie
gina@eyefortravel.com