Fans and followers slip down the list in airline social media [INFOGRAPHIC]
Airlines say they are planning to invest more in their social media efforts according to the latest findings in the SimpliFlying airline social media study.
The 2015 research reveals a third of airline executives expect a return on investment in social media of less than 5% in the next three years while 28% feel more positive about the impact on the bottom line expecting an ROI of between 5 and 10%.
The Airline Social Media Outlook 2015 also shows 64% of airline executives believe the social media budget will increase next year with 4o% of them thinking it could rise by up to 25% and almost a fifth are hoping for a 50% increase.
The survey, which was conducted on 148 executives from 87 airlines, also shows 84% of airline executives want more staff devoted to social media with the majority saying they would like to see staff double.
Further highlights include:
- Executives would like to see data from social media play a more significant role such as in developing new product strategies or to glean customer intelligence to help market segmentation.
- The number of likes, fans or followers is being replaced by engagement rates and actual bookings in terms of importance.
The full study will be released in the coming weeks.
Linda Fox is deputy editor for Tnooz. For the past eight years she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine.
In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management and research companies.
Prior to her freelance career she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.