Over the past week airports across Europe and the USA have been left at a standstill due to severe winter snow storms. The snow has caused havoc to Christmas travellers trying to make it back to family gatherings around the world. This CNN World Report video highlights the chaos that has been caused across both sides of the Atlantic.
In order for airlines and airport operators to keep passengers informed they have turned to the new public relations stomping ground, social media, in particular Facebook. Whilst in the past companies have used traditional media such as high rating AM radio programs, tabloid television programs or taken out large advertisements in daily newspapers in order to communicate information to the public, Facebook has become the new media outlet for companies not only to inform the public but also converse with them. That is the difference, rather than a passive interaction with the public via old media, new media is providing companies the chance to engage the public in a conversation.
With over 500 million active users on Facebook it is no surprise that airlines such as Air France, American Airlines and United Airlines and airports such as Heathrow have turned to the social networking behemoth to try and quell the concern of frustrated passengers. These companies’ Facebook pages have become a key source where passengers can be informed and the companies can listen to any grievances passengers may have.
Airline passengers have been forced to wait days in airport terminals and have no doubt been using Facebook on their mobile devices to keep up-to-date with friends or family. According to Facebook those who use Facebook on mobile devices are twice as active on Facebook than non-mobile users.
This engagement between airlines, airport operators and passengers has led to a frank conversation between all concerned. For example on United Airlines page, one comment says “for all the whingers about being stuck do[due] to weather…this happens every year and no airline controls weather .. and they reroute you the best the[y] can.” On the same page another comment says “…he is going to be stuck here and United is unwilling to help him…we are more than disgusted with United. None of the representatives are willing to put him through to a Supervisor.” This level of engagement between passengers, family members and the airlines is a new open form of communication not seen in old media.
Facebook co-founder Mark Zuckerberg was named this year’s TIME Magazine Person of the Year and it is no surprise given the influence and importance Facebook now plays in over half-billion peoples’ daily life.
The recent snow storms have illustrated the relevance of social media for companies in communicating to customers relevant information in a timely and engaging format. This surely will have a positive impact on the relationship between companies and customers as communication channels are open to all in an engaging format.
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