Airport Uses Social Media

Kristie Van Auken, Marketing Director of the Akron Canton Regional Airport (U.S.A) tells how they use Social Media to engage customers. It’s one of their strategies to create a connection to their customers and to improve their services. They were the first to have a corporate blog, first in the US on Facebook and one of the first on Twitter.

Airport operates 24 hours, 7 days a week and it is one of the busiest places that we know. Flight status, parking coupons, shopping specials, issue resolution; passengers are no longer looking for this information simply by logging on an airport’s website or customer support hotline. With smart phones and tablet computers, travellers are reaching out to airports for real-time response and made easier with the help of Enterprise 2.0.

Interacting with passengers through Twitter, Facebook, Google Plus, blogs, You Tube and other social media channels can provide real-time response. Airport are easily connects to their audience who ask questions, need their travel issue resolved, feedback, seek additional information, shopping deals and research destinations. In some cases, travellers require only to tweet their queries to receive a prompt personal reply.


One of the best examples is Harrisburg International Airport; on their website they include a page about social media policy wherein you can read there an information how they apply the use of some social media channels such as Facebook, Twitter, You Tube and Linkedin to facilitate an ongoing dialogue with the public on the latest news regarding the airport, security, flights, the air travel industry and other related topics. They even encourage passenger to put their comments, ideas and concern to improve their service.

According to Aviation Pros airports are investing business intelligence solutions to deliver an improved passenger experience. The survey results about social media are 86% of airports see it as a priority for sharing information and collaborating with partners; 83% to ensure more accurate service information for passengers; and 76% to reduce flight delays due to ground operational issues.

The three main areas that airports are looking to improve business intelligence with geolocation technology are:

  • Reducing passenger congestion with real time staff location (50%)
  • Monitoring of aircraft movements (32%)
  • Movement of passengers at airports (31%)

Needless to say it is not usually all positive in the airport world. Weather conditions, up-line and down-line delays, parking lots fill up, and flight cancelled occur. When we see a tweet or post about cancellation or delay we concentrate on ensuring the passenger feels informed and engaged. In a nutshell, airports are making use of social media networking sites to listen, help, deliver and extend their customer support service experience.

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Estimating ROI of your business would be a big help whenever you want to analyze where your business is going. Same term is used in social media ad campaigns also. In the event you really want to become a successful online marketer or want to operate your online business successfully then you must to understand Social Media ROI.

Is it a common measure to the organization and I noticed some new metrics like Return of Influence and Return of Engagement being mentioned. Entrepreneurs like these metrics simply because they feel that do a greater job of telling the story of social media’s value.

In fact, ROI is part of a successful social media strategy and here are some helpful factors how ROI can be measured:

Show quantifiable results.

Management teams and business owners are questioning whether your efforts providing results. The 2011 Jive Social Business Index Surevey exposed that 27% of executives with budget control for social media thought that social media is a top strategic priority while 47% of the respondents said a social plan was necessary but not a strategic concern. This survey shows whether social media is a mission-critical piece of marketing mix.

We understand that social media is essential at some level for the business, but it’s very clear there’s still scepticism. I believe we can acknowledge that if the people who control our budget still aren’t sold on whether social media can drive business results, they will always invest cautiously.

This means it is important to have the ability to show quantifiable results. If you aren’t able to show the strategy is providing a financial return, you may find that optimism quickly turns to pessimism as other activities proven to provide results, and your budget might quickly disappear.

Include the cost of employee time.

We understand that a successful social media strategy requires a lot of time, and for many of us it is time we simply don’t have. The Social Media Marketing Industry Report revealed “a significant 59% of marketers are using social media for 6 hours or more and 33% for 11 or more hours weekly.” That is a plenty of time, thinking about social media isn’t only our job. That is why we noticed this has led more people to start outsourcing aspects like content development because they simply can’t produce enough content to generate results in the time they have.

This is a common question I usually ask from executives whether they should include the cost of employee time and/or salaries in their social media ROI calculations and to clarify whether the time they spent is worth the expense.

It is not because they are attempting to start a war against social media. It’s just a matter of prioritizing resources to the highest-performing initiatives. And if social media can’t be qualified to indicate a return to organization, it gets tougher to justify the time and budget that is being dedicated to it.

Get the data you need to improve your results

If you are wondering why social media ROI is important for the needs of other people, this one is for you. You are spending time, energy and budget on making social media a success, and if you are serious and want it to be successful it’s critical that you fully understand what effective technique is and what isn’t.

Most of us want to prioritize our efforts to the things that produce highest results, however, if you are not measuring what’s delivering then you have no idea what you should be doing more of or what you will be focusing with.

If you truly want to show that social media is a mission-critical element to business, then you need to measure ROI so you can tell exactly what’s working or showing promise and then optimize it. Optimize until you can’t optimize any more. Imagine if you knew which status update delivered the most conversions for the day. Or which path from social media to the website converted the most leads. Information like that would really help you show a positive ROI in no time.

In a nutshell, return isn’t measured in fans and followers; it is measured in dollars and cents. For detailed guidance, here’s a link of video that will walk you through the steps to calculate ROI using three different methods: using cost of goods sold, using customer lifetime value, and using gross profit percentage.

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The Legal implications of Social Networking

 Facebook, Twitter, Linkedin, Youtube and an innumerate other Social Media Sites, have now become a part of our daily lives. Its seem that almost all people from young to adult, rich to poor, CEO’s to trades people are participating. Social Media Sites are no longer the same they’ve now develop into a useful marketing and advertising tool for organisations from large to small companies.

Understanding the legal implications of what’s introduced on your social media networking websites may be complicated. In addition, issued a nice online article, entitled “Minimizing the Legal Risks of Using Online Social Networks.”

Here’s the breakdown of the piece:

Copyright: In case you are using text, audio, video clip, or pictures on your web site that you did not make yourself chances are you’ll be violation an individual’s or organisation’s copyright. On the other hand, if your posting qualifies as “fair use”, the usage of content will most probably not be questioned. Common situations of reasonable use consist of criticism, comments, news reporting and education.

Trademark: Given the post states, “If you are using another’s trademark, you may be liable for infringement, where the owner can establish that your use of its mark or a mark similar to it will likely cause consumer confusion as to the source of the material.” And if it is actually proven that your conduct diluted the strength of the owner’s trademark, there could be possibly potential for further liability.

Defamation: This can be a tremendous subject in the realm of social media websites as well as risks involved. In general terms, a defamatory statement is “a false and disparaging statement about another which causes injury to reputation (or in some cases causes’ emotional distress).” In addition to individuals, companies and merchandise can also be defamed, often causing reputation and financial damage (cue lawsuit).

Confidentiality: This segment is geared towards those whose career involves confidentiality agreements (legal professionals, physicians, advisers, and many others). When there is an evidence of a breach of these agreement possible sanctions, “may include termination of employment, loss of professional license, potential significant civil liability (which include in the context or trade secret formula dissemination), or simply criminal liability.”

These are typically just a couple of the possibilities regarding the legal risks of social media websites. And as modern society carries on to move to even more of an online presence for both personal and business factors. We’re going to continue to understand the possible implications of Web 2.0 world.

High profile example of disciplinary action resulting from employees’ social media usage

Cabin Staff have also been dismissed for the views expressed in other forms of social media. As an example Virgin Atlantic Airlines dismissed 13 of their cabin staff members who participated in discussion on Facebook in which passengers were being described as “chavs” and allegations were made that planes were full of cockroaches. The cabin staff members were disciplined about their inappropriate behaviour and bringing the company into disrepute. (Quinn 2008)

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Enterprise 2.0

Here’s a video of Andrew McAffe describing Web/Enterprise 2.0 as latest technology that can change the World Wide Web interface.

Enterprise 2.0 is a system of web-based technologies that provide speedy and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise.

Enterprise 2 .0 advantages are various for organisational and individual.

By implementing enterprise 2.0 the positive aspects for Organisation are:

  • Boost the quality of sales value.
  • It can be developed by the intense communication in between business / organisation with the entire buyer.
  • Decreases the expense for adopting most current technologies and paying staff.
  • Organisation can save some money that may be supposed to be allocated in working with the latest technology or hiring new staff.
  • Increases within the efficiency of advertising.
  • Massive quantity of persons can be reach by maximizing the social networking function.
  • Reduce the expenses that are needed for customer assistance services.
  • Cost that is needed in collecting customer feedback can be saved by “new way of communicating”.

Mangiuc, D. M. (2009). Measuring web two.0 efficiency. Annales Universitatis Apulensis : Series Oeconomica, 11(1), 74-74-87. Retrieved from

While, benefits for Individual are:

  • Each and every thought can be valued.
  • Every Idea that is brilliant can get a support by other people through comment and any supporting features in enterprise 2.0
  • Increase the creativity.
  • People will start thinking of creating something that can bless, help and attract other people.
  • The culture of sharing
  • Help persons to have the habits of sharing and helping other individuals.

There are several other benefits that we are able to get from enterprise 2.0. But, we are able to say that enterprise 2.0 is fundamentally provides Efficiency for organisational and person. Word efficiency has two significant components that are TIME and Work.

What can be the negative effects of introducing Enterprise 2.0?
Among the primary complications presented is the potential loss of productivity. I’ve heard quite a few an employer states that they spend staff to do perform, not to socialize. Even though in particular contexts social networking tools can be an asset to a business, if this really is taken to the extreme with all the social aspect of Enterprise 2.0 tools focused upon also heavily it might turn into an issue.

An additional interesting point raised from this really is operating politics. Some people do just like to turn up, do their job and leave. Nonetheless there are actually other people who like to get to know their former colleagues. If a further medium is introduced to further this social objective, cliques is often formed within the workplace. At some point the potential loss of professionalism could take place, as everybody is good ‘ol buddies with everyone else. This impacts a corporation’s reputation and presentation towards the general public; as who wants to do business enterprise with those who portray themselves as unprofessional? I couldn’t think of 1 sector that could benefit particularly from this.
I stumbled upon an exciting report titled 14 Factors Why Enterprise 2.0 Projects Fail written by a single Dion Hinchcliffe. Although a couple of of those key concerns mention in the write-up deal with pre implementation I shall concentrate on these difficulties that happen post implementation.

There are no resources allocated to adoption and instruction.
Many companies, like with any technological implementation just assume it ‘to work’. However this perfect scenario is in no way happens. Employing technologies effectively calls for familiarization and instruction which is under no circumstances budgeted for.
Lack of effective participants.

Interestingly, not merely does lack of information destroy productive use of Enterprise 2.0, so does resistance to the idea. We should face it, that those who ‘run the show’ so to communicate in many corporations are those who grew up generations prior to the ‘tech-savvy’ users of today. Without commitment or enthusiasm for Enterprise 2.0 it will rarely take off.

Lack of effective executive champions.
In spite of the facts that most usually do not want to admit it, people are satisfied with their set practices at work. Rarely does everyone appreciate changes to policies. This is not usually the case however as mentioned before many anticipate Enterprise 2.0 to ‘just work’.

Despite the fact that most do not prefer to admit it, people are happy with their set practices at work. Rarely does everyone appreciate adjustments to policies. This is not usually the case however, as stated before many expect Enterprise 2.0 to ‘just work’.


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Web 2.0 Tools

 The term “Web 2.0” describes online activities, websites and applications that make it possible for individuals to interact in on the internet communities, directly exchange information with one another, and build their own personal content online.

 In my own opinion, one of the best advantages of Web 2.0 is you can easily monitor what is being said about you or the brand you represent, an instant feedback from an individual or client. You can also get users opinion on the topic of the group and see what impact that has. An individual can be up to date instantly at no cost on what is going on in every second across the world by following individuals and companies profiles.

 The video explains about the benefits of Web 2.0 technologies, how it will be helpful for companies looking to use it and few examples of leading companies using Web 2.0 technologies to market their product and services to the public. Marketing online is easier than before with the help of Web 2.0.

 Advantages of Web 2.0

Fast communication – instead of calling people on the phone and sending ground mail/postal mail, people now can easily get a hold of each other through the internet.

Low cost – many web 2.0 sites are free of charge or ones that do cost money are inexpensive and usually include a free trial.

Freedom – almost everything is acceptable online and there’s no limit. You can post your own opinions, share your ideas related to the topic or question and anything you’ve made online.

Disadvantages of Web 2.0

Small chance of getting very popular online – so many people post things online that the likeliness of something of yours being viewed a lot is unlikely unless you keep posting or have posted something really unique.

Stealing/Piracy – anything you post online is unsecured and can be accessed by anyone and your ideas etc., it is easily could be taken from someone and they could get credit for it. Also you are at a greater risk of having your personal information hacked or stolen.

Lack of profit – you probably won’t make any money off of things you post online, and even if you were making money, things are freely shared online and fewer people will pay for your products.

In a nutshell, Web 2.0 is a good enhancement to the internet and has made a tremendous impact on how modern society works. Our technology is updating everyday but always around one standard that is to make our lives easier, to communicate easily with other people and to accumulate information through every kind of machine/gadgets that can access the internet. It’s still too soon to tell whether this new situation is good or bad. Apart from their advantages and disadvantages they are window to what we call Web 2.0 technology a great new experience and will change the World Wide Web.


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Web 2.0 Social Blogging Strategies

Let’s define Web 2.0, Web 2.0 is the term given to describe a second generation of the World Wide Web which is focused on the ability for people to collaborate and share information on the internet. Other enhanced functionality of Web 2.0 includes open communication with an emphasis on Web-based communities of users, and more open sharing of information.

However, blogging is one of the best components of Web 2.0 simply because it is all about sharing your interests, desires, and experiences with other people. Your blog is the central hub from which you share those experiences with others. A blog could also be thought of as your article or news section of your website. Given that, you want to share this information with as many people as you possibly can; your blog should be visible on search engines such as Google and Yahoo.

“We say pictures are worth a thousand words, well videos are literally worth a million because you can see the person, feel the person and you can sense them through online video…”

Nathan Engels, one of the successful bloggers and the owner of site gives us his insights to the benefits of video for promoting your site or blog. He has over 100,000 likes on his Facebook page, a hugely successful forum that has 200,000+ visitors and recently started utilizing his YouTube channel to further promote his site and blog.

Source: Your Social Media Marketing Strategy isn’t Complete w/o Video [Creator’s Tip #39]
©2012 ReelSEO

How can make a blog successful?

First, the best thing you can do is to keep the content interesting and engaging so that targeted visitors will keep coming back to learn more and if it’s possible that you can put a video on your blog then do it! It’s just like what Nathan Engels did to make his blog site successful, he put videos and it made an impact to get more visitors. Activity and engagement attracts Google and this can increase your organic website rankings but always keep in mind that you need to find a way to connect with your readers, and make them take an action. Secondly, you have to choose various ways to connect with your visitors by using different keywords and phrases that can help to target certain audiences, and what answers they maybe looking for on the internet. A word of advice: do not over use the keywords in your content and as well as make it straightforward. One of the most important parts is choosing the proper keywords and phrases that your targeted audience will use once they are searching online for answers. Lastly, a variety of lead capturing approaches can help establish a connection along with your readers such as anchor text, banners and opt in subscription boxes. Your objective should be to have your readers contact details. This can help you to build a network and relationship with email nurturing campaigns.

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