Mumbai: In the fast-paced world of aviation, keeping in touch with customers and managing brand reputation is crucial. Social media monitoring plays a vital role in achieving these goals for airlines, positively impacting customer service, reputation, and strategic decision-making. Let us understand how social media monitoring transforms the airline industry in today’s digital era.
Establishing an Online Presence
For airlines, creating an online presence is challenging but essential. Industry giants have already embraced this change, and now smaller players need to follow suit. Building a presence online allows businesses to communicate with their audience at minimal cost, providing a competitive edge.
The Shift in Marketing
Over the past decade, social media has reshaped airline marketing. It’s no longer just a platform for complaints; it’s a powerful tool for brand promotion. Airlines like Air India and IndiGo utilize social media analytics to measure their online reputation, ensuring a better flying experience for customers.
The Crucial Role of Social Media Monitoring
Social media monitoring is vital for the aviation sector, offering insights and tools to navigate the digital landscape effectively. Here are several reasons why airlines need to embrace social media analytics:
Prepare for Disruptions
Social media monitoring allows airlines to analyze public conversations and formulate emergency response protocols. Learning from instances like the 2019 British Airways IT failure, airlines can proactively manage crises and communicate effectively during disruptions.
Real-time Flight Tracker & Alerts
Airlines can use social media analytics to track real-time flight information, providing passengers with updates on cancellations, schedule changes, or unexpected weather conditions. This proactive approach helps passengers plan their trips more efficiently.
Judging Brand Image Performance
Online reputation is crucial for service-oriented industries like airlines. Social media analytics helps in assessing brand perception, allowing companies to address complaints promptly and capitalize on positive reviews to strengthen their image.
Understanding Customer Behavior Trends and Competition
Airlines actively engage in monitoring social media trends to stay informed about customer preferences and behaviors. This information enables them to identify competitors, evaluate strategies, and maintain a competitive edge in the market.
Identify potential customers
Beyond mere posting, understanding the individuals behind social media interactions is essential for airlines. Social media analytics can help identify potential customers, analyze communication styles, and grow communities effectively.
Social Media Analytics for Success
Social media monitoring goes beyond crisis management. It helps airlines:
Informing About Possible Flight Delays
By analyzing major events, social media analytics can predict flight delays due to strikes, poor weather, or IT outages. Airlines can communicate these delays in advance, allowing passengers to rebook and avoid unpleasant experiences.
Instant Messaging Opportunities
Platforms like Facebook and WhatsApp provide instant messaging avenues for customers and airlines. This facilitates direct communication, complements call center channels, and ensures prompt responses to customer queries.
Pushing Cheap Fares
Analyzing social media trends helps airlines understand demand and offer customers attractive deals, such as low fares during vacation periods. Positive customer feedback can be rewarded with special deals, fostering brand loyalty.
Collaboration with Influencers and Trending Services
Social media monitoring aids airlines in identifying potential collaborations within and outside the industry. Partnering with influencers, rating websites, and other tourism companies can amplify brand visibility and generate leads.
Improving Customer Service
Effective communication on social media is crucial for airlines to address customer concerns promptly. Social media analytics enables airlines to understand customer behavior, make necessary improvements, and build a positive brand image.
Social Media Monitoring for Sentiment Analysis
Understanding customer sentiments is vital for a service industry like airlines. Social media monitoring helps gauge whether customers perceive the brand positively or negatively, allowing airlines to make informed decisions and enhance services.
Measuring Share of Voice
Analyzing social media conversations helps airlines measure their share of voice in comparison to competitors. This insight informs strategic decisions and enhances brand visibility across different platforms.
Curating Social Media Validation
Customer feedback, both positive and negative, serves as a validation for potential customers. Social media analytics enables airlines to use this data effectively, improving services and cultivating a positive brand image in the long run.
To Conclude
Social media monitoring is not just a response to digital trends for the aviation sector; it is a strategic move towards ensuring customer satisfaction, managing reputation, and achieving success in the digital age. As the industry evolves, leveraging social media analytics will remain a key differentiator for airlines aiming to stay competitive.
The article is attributed to Saudia Cargo global corporate key account management Asia Pacific director Vandana Singh.
