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Owner: British Airways
British Airways has become the latest in an ever-growing list of brands to launch an official page on the Google’s social network, despite industy scepticism about the platform’s potential (nma.co.uk 23 January 2011).
The airline intends to use its Circles to provide people who have connected with it access to exclusive content. It plans to build the page as a hub for people to share what inspires them about flying. This aspiration of audience participation is immediately clear from the page, with a poll asking people to submit and vote for the name of its first Circle. This is a clever plan that will get people involved straightaway by giving them a sense of belonging and ownership over the page. Indeed, one fan’s comment make this explicit: “I’d love to be part of this!”
Since the brand only kicked off activity on the page last week, there is not a great deal of content yet, but if it can continue to inspire its 734 current connections to take part, and get more people to join in and submit pictures and stories, this will soon change.
With so many choices when it comes to airlines, getting a solid group of loyal supporters is more important than ever. By reaching out to frequent flyers and appealing to their passion for travel, this BA page could be a great way to to do just that. It’s whether it can convert these supporters into customers that is the big question though.
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