Facebook has become a part of every-day life for most Australians, with 55% of the population having a Facebook account. With this growing percentage of Facebook users, it’s only natural for Australian businesses to take advantage of social media. Let’s look at the Brisbane Airport and their social media strategy.
The Brisbane Airport has their own Facebook page, where they have posted notices to the public, events, celebrity passenger photos, event photos, and even responded to customer feedback about their airport. Scrolling through their Facebook page, it’s exciting to see the content the Brisbane Airport shares with their fans; however what are other airports doing with their social media media? Changi Airport’s Facebook page provides their followers with competitions and promotes activities and events within their airport. This encourages their followers to participate in their promotions, which in turn results in a higher number of Facebook “Likes”. Sydney Airport’s Facebook page also provides their followers with competitions, and like Brisbane Airport they also promote events and airport updates. Another airport that promotes their competitions to followers is the Manchester Airport. My research has shown that many airports overseas use Facebook to promote their services through Facebook posts, and also attracts followers by promoting competitions.
What can the Brisbane Airport do better? The Australian Bureau of Statistics states that in 2011 Australians made 7.8 million visits overseas, which has doubled in levels from ten years ago. How many times have you seen a friend’s photo album on Facebook and been jealous of the holiday photos they uploaded? What if the Brisbane Airport promoted their airport on Facebook by promoting holiday destinations and travelers can share their photos with other Brisbane Airport followers? With effective moderation and persistent promotion, this strategy could hit two birds with one stone (excuse the expression). Brisbane Airport would be promoting their services to their customers through photo’s of happy travelers in their destinations; along with encouraging the Brisbane Airport’s follower’s to use Facebook the way it intended to be used – to share stories, life events and photos with other people. Imagine an airport’s Facebook page full of holiday destination photos shared from their travelers and holiday advertisements such as the video below? How much more motivated would you be to go overseas via that airport?