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Gaining Attention – Reaching Passengers Actively:
The use of metrics in social media can be misleading, as was the use of Internet Marketing metrics before them. A case in point would be the total number of page views – which may sound exciting, but we learned that if the bounce rates were high and leads were not captured and acted upon with a planned process – the page views to conversions or sales were a total disconnect.
In airport social media metrics it’s clearly not solely about the numbers either. If messages are going “unopened” or “unseen”, what difference does it make if how many Facebook Fans or Followers on Twitter there are?
There is another key to metrics that really opens up opportunity tracking, and that is that the medium is multi-channel and multi-dimensional. If your airport’s messaging (any type of value in the message) is relevant and timely to passengers, then the velocity of the message and its reach grows exponentially. This growth happens when messages get commented on, forwarded, Re-Tweeted and most …
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