As airports develop new customer services to meet the
changing needs of the traveling public, one challenge is the demand for greater
interface through social media. All
airports, regardless of their type and size face this challenge. While there is extensive literature on the
topic of social media, there is very limited guidance for airport specific
issues in implementing a social media program.
While many airports operate a social media program, much is
done through trial and error. Such a
process likely diminishes passengers experience, strains already limited
airport resources, incurs unnecessary costs and may result in lost
revenue. Research is needed to provide
airports with an accelerated learning process.
This research should allow all stakeholders (airlines, tenants,
community and governmental agencies) to work collaboratively so as to provide
passengers an enhanced social media experience.
The research should be straightforward enough for everyone
to understand, while detailed enough to provide real value to those who will
need to implement the program. The
research would build on the findings of ACRP Active Synthesis 11-03, Topic
S01-08, Understanding the Value of Social Media at Airports for Customer
Engagement and should include:
• Defining the traveling public’s expectations of airport
• Identifying software / hardware options to allow airports
to streamline their social media process.
• Integrate a social media strategy into airport crisis
communications and planning.
• Developing templates to implement a social media program
for a variety of types and sizes of airports, including staffing, budget and
• Providing “how-to” steps in developing social media as a
multi-dimensional tool (i.e. customer engagement, airport safety, revenue
generation, brand development).
• Identifying opportunities for collaboration with other
airport stakeholders (i.e., airline, concessionaires) on social media
• Developing financial model(s) which help with the
reoccurring question of Return on Investment (ROI) vs. Return on Expectation