Website and Social Media Tools
ACRP Report 28 Marketing Guidebook for Small Airports was written with the specific goal of providing managers of general aviation and small commercial service airports with a practical, easy-to-use guidebook for dealing with a wide range of marketing issues. It is an excellent resource on marketing overall and includes a section dedicated to the benefits of an airport website.
Section 11.5, Internet and Website Tools provides the following text about airport websites and the document includes additional information:
Airport websites may be thought of either as (1) an electronic marketing brochure or (2) as a content-driven public service or advertising tool. If a website serves as a brochure, it is like an extended business card, containing basic information about the airport, its facilities, location, purpose, and contact information. This is the simplest form of website that an airport can create in-house or with the help of an intern or the local college. The maintenance required for this type of site is low and its utility as an advertising tool is also minimal. Every airport should at least have this type of presence on the Internet.
Websites that are content driven raise the bar of opportunity and overhead because they must also be maintained. If the airport intends to use its website for any of the following reasons: (1) as a principal channel of public information; (2) to publish schedules and flight status; or (3) to competitively position the airport, then this is a more complex and expensive website to create and keep current.
ACRP Synthesis 56 Understanding the Value of Social Media at Airports for Customer Engagement contains valuable insight into the use of social media at airports. The following information is taken directly from the report.
Social media platforms are growing in importance, but are just one part of an overall marketing strategy that includes a combination of public relations, advertising, and networking tools. Social media platforms are used for customer service, contests and promotions, public relations, and crisis management. In engaging customers, airport operators use a variety of platforms that include, but are not limited to, Twitter, Facebook, Foursquare, YouTube, Instagram, and Pinterest. Social media management tools are also used to aggregate information from multiple platforms for analysis.
Twitter and Facebook are the primary social media platforms used by those airport operators and non-aviation businesses surveyed because of their ease of use and established large audiences. The two platforms are typically the first used by airport operators and could be an effective starting point for new social media users. The use of other platforms is determined by the availability of personnel resources and the number of active users in the regional community. Hootsuite and TweetDeck are the primary social media management tools used by airport operators and non-aviation businesses to monitor social conversations and schedule posts.