Last week, I attended an airport finance conference in Jacksonville. I didn’t expect to hear much, if anything, about social media, and in that regard, I wasn’t disappointed. But one little nugget did pop up in the unlikeliest of presentations, and–in the “if you don’t think social media monitoring is important, then check this out” spirit, it’s worth sharing here.
One of the sessions was on airport credit ratings–a typical topic for a gathering of airport finance pros. Presenter Ken Cushine from Frasca & Associates gave a wide-ranging talk entitled, “Trends in Airport Credit & Overview of Best Practices for U.S. Airports.” Cushine offered lots of good detail on how airports can stay on the bright side of analysts who (among other things) rate the investment quality of the all-important bonds they issue to help fund things like new terminals.
On Slide 19, Cushine encouraged airports to “do a Google search” to ferret out any negative press, because “the analysts will.”
Cushine didn’t mention social media platforms, but really, did he have to? Search engines like Google catalog Twitter timelines, and of course searching Twitter itself is a breeze. In other words, it’s more than the media that can help shape your reputation these days.
So, senior-level exec–you don’t believe in social media because, from where you sit, “likes” don’t equate to revenue, you can’t control the message, there’s no demonstrable ROI, and blah, blah, blah? Well, here’s hoping that either, A) your organization is perfect, and therefore never generates any negative feedback from anyone, or at least anyone with Internet access, B) your customers just don’t use the Internet much, or C) those who you want (or need) to impress don’t know how to use this, this, or (heaven forbid!) this.
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