Can airlines use social media to grow?

Social media allows like minded people to come together to achieve a common goal. Similarly, the social media gives organisations tremendous potential to connect with its customers. For the airline industry, the potential for engaging with the customer is enormous.

From the airline’s perspective, the social media gives them the platform to showcase their brand image. Superior brand perception helps to win customers over the rivals. Advertisements sent through social media connect with the customer very easily and the cost of delivery is virtually zero. Hence, the airline can create as many adverts and deliver to millions of customers free of cost.

On top of this, the airline can push cheap fares, advertise flights that are low on load, give pictorial information about holiday destinations and so on. There are more than 500 million users in Facebook and more than 150 million users in Twitter. The continuous engagement with the customers will ensure that the brand remains in the mind of the people all the time.

However, if social media is not handled properly, it could create a huge problem for the airline. Some years back when Qantas tweeted that passengers in delayed flight can get unlimited alcohol in its lounges, it created a strong criticism from most of its users. A bad message can spread fast as all users can communicate with each other more easily through the social media.

Also, unimpressed customers can cause a stir. Brand perception can go down badly. When Indigo flight attendant refused to handle a wheel chair patient, the social media ripped its image. The airline has to be very careful when responding to tough times via the social media.

Airline tickets are not an impulse purchase. If a beverage is advertised all over the social media and on other forms of media frequently, a customer can make an impulse purchase on the shops to try it out. However, a customer may not be tempted to buy an airline ticket that impulsively. Still, majority of the customers world over look for cheap deals rather than sticking to a particular brand.

Social media, if used intelligently, can create hundreds of thousands of fans for an airline. But, fans turning into regular customers is not a guarantee.