Pretty good post and discussion (in the comments) over on the NY Times You’re The Boss blog on whether social media is a necessary investment (evil?) for every business. The conversation, interesting on its own, is even more relevant to airport folk because the business that author MP Mueller builds the question around is an off-airport parking company.
It’s safe to say that most airports agree they should be leveraging social media, if for no other reason than their customers are there, and talking about/complaining about/praising (yes, it happens) them. Still, it’s always good to run through the basics:
What’s the goal?
What’s the investment? (Pro tip: anybody that says social media is free doesn’t value his or her time enough. Either that, or they’ve discovered an innovative way of compensating those they entrust with their social media efforts.)
And, perhaps most importantly, how does it integrate with the rest of the plan?