Creating Media

The shift towards Web 2.0 tools has influenced a change in a way we communicate. Recently, we have witnessed social media tools being used by many organisations to engage and interact with users. Starbucks is a great example of a company exploring many social networking sites like Twitter, Facebook and Pinterest. As Wakefield outlined, Starbucks’ twitter page mostly consists of responding and resolving the issue, making sure the customer is satisfied in the end.
Brisbane Airport should adopt a similar strategy, using social media for online customer service, attending to problems that users have outlined.

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The Gatwick Airport has been recognized for their efforts on twitter with more than 30,000 followers. The airport proactively uses their twitter to alert and inform passengers with delays and news. They not only use it to broadcast information but also improve the customer’s experience with the customer service hashtag #askgatwick. Gatwick Airport’s use of social media has won them multiple awards in Best Use of Social Media and Innovation in Online Customer Service.

An example of a successful social media campaign is Air China’s Check in with Air China. Air China takes advantage of the Facebook Check In application, creating a new innovative marketing technique. The company partnered up with selected restaurants in Sweden, encouraging customers to check in with Air China for an opportunity to win two complimentary tickets to Asia. This campaign benefited the restaurants and also Air China as they discovered a way for customers to communicate their brand for them.

Instead of buying lots of media, we created it

Social media can be used as a marketing tool, feedback tool as well as a support tool. Brisbane Airport should take advantage of social media, becoming more ‘social media friendly’, keeping up with leading airports such as Gatwick Airport. The airport should also provide incentives, encouraging users to check in, establishing themselves in the online community.

Wikis – A knowledge sharing and collaboration platform

The youtube video, Wikis in Plain English describes wikis as allowing users to create, edit or delete content online. Wikis allows people to collaborate online with all the users viewing the one document.  Over the past couple of years, wikis have been adopted by many organisations and used as a successful communication tool within the company. A corporate wiki should be implemented by Brisbane Airport as it will benefit in many ways. Graeme Foux explains that wikis are a valuable tool for:

• Project collaboration, information sharing and managing content
• Design collaboration
• Organizing a community around a written project
• Distributed intelligence gathering
• A knowledge base or collaborative extranet
• Fostering information flow within an organization
• Helping distributed teams work together seamlessly and productively
• Eliminating the one-webmaster syndrome of outdated intranet content

An example of an organisation successfully adopting a corporate wiki is Hubspot. After using a wiki, the Vice President of Inbound Marketing outlined that wiki has:

• Having better informed employees
• More ideas from more people
• Easy to find documents
• Keeping the culture as you grow

Shell is also another company that utilises wikis as a knowledge sharing tool. There are around 30,000 users registered to Shell Wiki and generate around 80 – 100 new users everyday. In 2007, there were 17,541 active users, 345 edits a day and 5,177 views per day. These figures demonstrate the success of the wiki within the Shell corporation.

A corporate wiki has been successful with many organisations and should be implemented by the Brisbane Airport. Brisbane Airport has such a fast paced environment with many different departments. Adopting a corporate wiki can benefit this organisation as it will serve as a communication tool, decreasing the number of emails. All the employees will have access to the same information and it can be easily updated. Some companies worry that because wikis are user generated content, inappropriate comments would be posted. However Josh Bancroft states:

In the four-plus years that Intelpedia has been up and running, I have had exactly zero reported instances of an unwanted edit — of someone spamming or vandalizing or doing something inappropriate

Please feel free to comment 🙂