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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.