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首页> 外文期刊>Journal of airport management >Centennial Airport: A case study for small airport social media strategy
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Centennial Airport: A case study for small airport social media strategy

机译：百年机场：小型机场社交媒体策略案例研究

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摘要

Large commercial airports dedicate robust resources to marketing and communication efforts: investing heavily in dedicated staff and consulting firms to build community, increasing stakeholder engagement and aggressively managing reputations during times of crisis. Smallerregional, non-hub and general aviation airports face many of the same challenges, but often with fewer available resources and resulting in greater image vulnerability. Social media and its ability to instantly — and directly — connect airports with their stakeholders, however,can effectively level the playing field. Smaller airports are discovering they too, in most cases, can have a powerful voice without the expense of a public relations armada. Small airports that commit to building — and nurturing — a strong digital voice distinguish themselvesfrom those without a significant social media presence or those that choose to use it solely for self-promotion. A strong social media voice serves as an effective tool to attract new business, as well as mitigate rumours, misinformation and build brand loyalty. This case study explores howCentennial Airport (KAPA), one of the busiest general aviation airports in the USA, built a strong and trusted digital voice using a surprisingly simple in-house strategy.
机译：大型商业机场将大量资源用于营销和交流工作：大量投资于敬业的员工和咨询公司以建立社区，增加利益相关者的参与并在危机时期积极管理声誉。较小区域的，非枢纽的和通用航空机场也面临许多相同的挑战，但是可用资源通常较少，从而导致更大的图像脆弱性。社交媒体及其即时，直接地将机场与其利益相关者联系起来的能力，可以有效地平衡竞争环境。在大多数情况下，较小的机场也发现它们也可以发出强有力的声音，而无需花费公共关系舰队的代价。致力于建立并培育强大的数字语音的小型机场，将自己与那些没有大量社交媒体存在或选择仅将其用于自我宣传的机场区分开来。强大的社交媒体声音是吸引新业务，减轻谣言，误传信息和建立品牌忠诚度的有效工具。本案例研究探讨了百年纪念机场（KAPA）是美国最繁忙的通用航空机场之一，如何使用令人惊讶的简单内部策略建立了强大而值得信赖的数字语音。

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