Everybody agrees that social media is here to stay. Most airlines by now have an active social media presence – Facebook pages, Twitter accounts and even check-in locations for location-based apps. While it is rather simple to set up such accounts, it takes considerable effort to actually get in fans and followers and start conversations that are meaningful and benefit both the airline as well as the customers. Moreover, while some airlines have more than 1 million fans on Facebook, some have around 10,000.
So how are airlines managing their social media presence? What plans do they have for managing their teams in the future? How large or small are these teams? Do greater follower numbers imply greater effort?