Airline’s big social media budgets are wasteful without strategy
The most successful social strategies build upon an airline’s brand, giving it a voice and personality beyond its service. Global airlines still finding their footing can look to American Airlines and Delta as role models.
Excerpt from TTG Asia
More airlines are clamouring for a slice of the social media pie, with more than 70 per cent of them intending to increase their budgets in this area this year – although many are struggling to do it right.
Speaking to TTG Asia e-Daily on the sidelines of Travel Distribution Summit, SimpliFlying CEO, Shashank Nigam, said: “The biggest challenge by airlines is the insufficient allocation of resources to social media.”
Besides budget, Nigam also emphasised the importance of having a strategy before entering cyber space, saying many airlines wanted to be online but did not know what to do differently on social media.