The airline recently reimagined its content strategy on the platform, in line with consumer feedback and customer service with initial successes affirming the carrier’s leading position on social media among its peers.
A recent customer survey by fastjet indicated that Facebook remains the most popular method of engagement for its customers at a preferred rate of 80% compared to Twitter and Instagram.
"Over the past few years, different social media platforms have become quite defined in shape and purpose," says fastjet spokesperson Hein Kaiser. "According to our customers, Facebook remains the most popular channel to engage on all levels."
To this end, fastjet has redefined the common and channel specific purpose of its social media presence. "Customer service is an absolute priority with our response rate shortened from 55% over two days to 96% within an hour," adds Kaiser.
"In addition, we have repurposed our content strategy to balance hard sales with engaging, more visual content and increased our posting frequency to match feedback. Twitter feeds have become a higher volume platform, while Instagram and Facebook have a strong lifestyle element to content. Thus far, the strategy seems to be effective in fastjet’s social reputation improving vastly," says Kaiser.
"Social media is an animal of its own, and the key lies in simplicity. Successful commercial campaigns have shown that the hard-sell is okay, but must be tempered with engaging content and reliable information. Brands need to be authentic and consumers will accept and engage on these mutually agreed, tacit terms," adds Kaiser.
Kaiser concludes, "fastjet has been experimenting with pure organic growth and measuring its rate of attrition against its redefined community and content strategy. Our rate of attrition has reduced significantly, while organic growth has enabled fastjet’s Facebook community to grow into pole position among its peers."
For more information, visit www.fastjet.com. Alternatively, connect with them on Facebook, Twitter or on Instagram.