Airport Social Media Outlook 2013/ 2014 − a research survey conducted by SimpliFlying with 46 of the most active airports online, across North America, Europe and Asia Pacific found out that while most airports faced the same challenges from last year with insufficient resource allocation at the top of the list, there is a higher level of optimism to increase budget for next year.
51% of airports stated that they would be increasing their social media budgets for 2014, with European airports leading this front. A year ago, only 38% of airports were confident of increasing their budgets.
It has also been noted that marketing departments have been contributing more budget to social media, while corporate communication departments have contributing more manpower, according to Airport Social Media Outlook 2013/ 2014.
"Currently, most airports' social media budgets are centered around marketing activities. However, things may take a change next year as attention shifts potentially towards customer service," said David McMullen, Vice President for Airports at SimpliFlying, a consulting firm in aviation marketing,
Other key findings include:
• 15% of airports invested more than $50k into social media this year.
• Two-thirds of the airports invested at least one day of social media training for staff.
• The top social networks used by airports globally are 1) Facebook 2) Twitter 3) YouTube except in North America where the dominant platform used by airports is Twitter.
• Brand Awareness is the number one business goal that airports are driving through social media, followed by Customer Service.
• The biggest challenge faced by airports on social media is the insufficient allocation of resource, as cited by 60% of the airports.