According to a survey conducted by RESSAC the Argentinean airport “EZEIZA” is the most powerful airport of Latin America. This is principally because this airport is prepared to manage tourism which is one of the highest overseas investment for Latin America. The use of social media is considerably high in this airport owning the 45 per cent of grow in the last years, in the other hand the Colombian airport “El Dorado” is the last with 8 per cent.
The principal strategy that some airports are taking is that they were used to provide paid internet connection, but nowadays they are providing free internet connection so the 2.0 passenger is able to use freely internet but in the moment they start using the internet they are forced to look promotions, advertisements and benefits including touristic information, hotels, cabs and baggage information.
Furthermore some airports have created “Fan Pages” in facebook: (Buenos Aires, Curitiba and Miami International airports),
On the other hand this strategies are not enough, for instance Ezeiza has in his fan page a tab that is related with departures of flights but is inactive.
Argentina and Brazil are the countries that have the highest presence in Twitter because they have created personalized accounts for each of their airports.
The presence of Latin America in YouTube, Flickr and Foursquare is practically null. Airports hardly exploited these tools.
Just the Chilean airport has a mobile site, where people can review state of flights arrivals and departures. Anyway this could also be because Chile has one of the highest mobile penetration in the world.
In websites there is some information about maps and facilities of the airport but these sites don’t have information about tourism, baggage or promotions.
One important strategy could be show “duty free” promotions in the website.
The history in Europe is different, a survey shows that 77 per cent of passengers search information about airports in social media tools, these features place these airports in the head of the transport industry usage of twitter and facebook.
The ACI Airport council international conducted a survey that shows that all Europe airports are using social media tools in order to increase the customer service impact.
The survey shows that the number of customers that search information about airports in social networks has registered an increase of 800 per cent annually in central Europe.
These Europe airports are using social media tools “Enterprise 2.0” in order to show information about the air space, delays and different kind of incidents to passengers, airlines and general public in real time.
The survey shows that nowadays airports own special devices exclusively to manage the traffic information and share this information via “Enterprise 2.0”.
DANNY 