Social Media is Communication, Not Advertising

You can buy attention (advertising). You can beg for attention (PR). You can bug people for attention (sales). Or you can earn attention by creating something interesting and valuable and then posting it online for free. – David Meerman Scott

Social Media LogosSocial Media engages your customers in an interactive dialog and  is an excellent tool to build brand awareness, offer special promotions, and even in generating new business leads.

Social Media is the biggest new media channel to emerge in the past decade. It began with blogs, where visitors could leave comments on articles, opening up a whole new level of interaction. The explosion of social network sites: Twitter, Facebook, Google Plus, LinkedIn etc. is essentially some variation on that theme.

Social media is just that – social. It’s a terrific low-cost way to generate conversations and engage customers. It can also build awareness and loyalty with your core customers. However, it provides more value as a marketing tool geared toward consumers, rather than business-to-business (B2B), and can be time-intensive to monitor effectively. From a business perspective it’s most effective providing information and promoting special offers, content and events.

It’s probably more apt to view social media as another communications tool, which allows you to build and maintain customer relationships in an instant, even intimate way that wasn’t possible before. Granted, those relationships must be cultivated with an eye toward your larger marketing goals, but that’s its primary function nonetheless.

Social Media Case Study: JetBlue says, “Let’s be friends!”

JetBlueJetBlue has long been considered a social media maven with more than 1.5 million followers on Twitter. But it couldn’t get the same traction on Facebook, a platform where customers are arguably much more likely to take advantages of promotions. So what does the popular kid do to make friends? Easy … bribe them!

JetBlue offered a carefully engineered campaign to add more friends – a lot more, quickly and with as much PR as possible. A fan-focused campaign, named All-You-Can-Jet Fan Sweepstakes, it thrived on the age-old gimmick of free stuff. Those who became Facebook fans had a chance to win free round-trip tickets, comped airfare and a vacation with three friends for five days and four nights. Or, the grand prize of unlimited free travel on JetBlue for a year.

Simple and effective: JetBlue gets the friends they’re looking for, and we get the chance to dream a little dream of traveling on someone else’s dime. And it worked. By January 2012, the airline had more than half a million Facebook “likes.”

Aviation Marketing Consulting can create and monitor a Social Media program for your aviation/aerospace business that will engage customers through interactive dialog.

“Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it’s not better.”
Avinash Kaushik, Digital Marketing Evangelist for Google
“No matter what, the very first piece of social media real estate I’d start with is a blog.”
Chris Brogan, New Marketing Labs