EasyJet embrace social media

Social media is fast becoming a crucial part of any business, but the challenges lie in using it effectively to engage your customers and in no way damage your brand.  EasyJet have set about differentiating themselves from their competition by using the different tools available to them as effectively as possible.

Several major airlines, such as British Airways, Qantas and Air New Zealand, now have Twitter accounts, but the way in which they use them differs.  The major carriers have been using the messaging service to update customers about special offers, flight delays or changes to operations.  EasyJet on the other hand have attempted to engage their followers by offering weekly competitions and participating in two-way communication with customers.

The low cost carrier is now planning to increase its use of social medai by launching a flight booking application on their Facebook fan page.  This will be similar to the system recently begun by Swiss Airlines.  Unlike the Swiss carrier, the easyJet model expands on the holiday planner application which is already being succesfully used.

EasyJet's UK marketing manager, Katie Stitson said, “The group holiday planner lets you co-ordinate dates and availability and invite your friends via Facebook and email. We’re looking to develop this further by adding booking functionality.”

Facebook has become central to many people lives and this is what airlines are beggining to try and exploit.  This method of selling suits a brand like easyJet as they try to be seen as a more youthful and vibrant airline.

Interestingly, easyJet's biggest competitor in the low cost market, Ryanair, have only embarked on limited use of social media marketing to date.  Instead, choosing to conentrate all acces to their business through their webiste. 

Source: new media age