Use of social media by airports

Abstract

This article investigates the use of social media by airports using content analysis of 1,559 airport websites. One-fifth of airports use at least one type of social media. There is a greater use of social media by airports in North America and Europe, by larger airports, and by airports that are owned and operated by private interests. Demand for social media is greater at airports in North America and Europe, and at larger airports. Findings from 183 airport Twitter accounts demonstrate a positive correlation between the extent to which airports are active users of social media and the number of followers that they have.