Icelandair social media communication : develop appropriate digital strategy on Facebook

Abstract

The evolution of digital media has changed the way that airlines interact with their customer base. This study analyzes how airlines use Facebook, one of the most popular new media platforms, to engage with their clients. The purpose of this study is to improve Icleandair online communication strategy on Facebook. In order to find the most effective online strategy six experts were interviewed through Individual in Depth Interviews (IDI´s) to examine a sample of posts and their impact on the company´s success online. Furthermore, this study uses content analysis to identify types of content provided by three airlines official Facebook pages. It compares the Facebook pages of KLM and Jet Blue Airways to Icelandair Facebook page. Through an in depth analysis of the results, it is clear that quality posts increase engagement among airlines customers. Icelandair should adapt their social media strategy to their Facebook analytics especially regarding timing, quantity and post types. Social networks play an increasing important role in marketing and customer service of airlines.