Social Media Metrics for Airports Part 1

Before applying Social Media Marketing metrics and analytics to the  streams of social messaging types coming in and going out of airports, it is important to decide on the Top Level Strategic Objectives these metrics will support. In terms of ROI, Social Media can be mapped to business and marketing values as in classical methods – that is, measuring awareness, reach and frequency of messaging. Although these metrics are usually quantifiable, Social Media brings an exciting and new exponential upside to the mix.

We attempt to lay out in a series of short Blogs, the steps required to develop a meaningful, measureable program for implementing Social Media Marketing programs in airports complete with sample metrics and methods as a guide to gauge success.

Our series will bring into play marketing best practices and tools where applicable, in support of both airport Customer Services and airport Retail. We will also share data and concepts that are working with the airlines as well.

Post 1- Mapping Airport Goals to Social Media Models

If we make the assumption that there are only 3 real measurable goals in airports in terms of REAL ROI, we can get past the “promised land” approach of Social Media.
1)    Increase Revenue (s) …