Social Media Ignorance: Aviation's 'Canary in the Coal Mine'7:39 PM
By Dan Pimentel,
Airplanista Blog Editor
To reach this valuable demographic so vital to the future growth of GA, you have to connect with them online, using social media, because that's where they live. They do not read newspapers, they do not use email. They do not listen to radio, and most never watch any scheduled television. All of those methods to reach them are considered by those under 40 to be what their parents use, or to put it bluntly, what old, out of touch dinosaurs use.
People under 40 are all over Twitter, Facebook, Instagram, and probably a dozen lesser social platforms that are not relevant in this discussion. As a social media marketing professional, I spend most days on Twitter, and know the value of the platform and the demographics intuitively. My team and I also post for clients to Facebook, and it is very easy to reach a chosen demo just by the choices you make in content, and how you "boost" a particular post.
A glaring example was that Twitter was mostly silent before and during the recent U.S. Sport Aviation Expo. Yes, there was a trickle of tweets from the organizers, but so few exhibitors bothered to use Twitter during the show, you could count them on one hand and still give someone the finger. During one day of the show - Thursday, January 15th - not one manufacturer tweeted anything using #Sebring15, the show's official hashtag. None, nada, zilch. This, my friends, is the Canary in the Coal Mine, telling the aviation industry that it's time to wake up about social media marketing.
I am sure the people in the LSA sector who refuse to use Twitter, Facebook, Instagram, Pinterest, etc...say it doesn't work. And they would be right...those platforms are 100% ineffective if you DON'T USE THEM. And I am pretty sure at some point, a few of the exhibitors looked around the show grounds at all the gray hair, and wondered where their younger buyers were hidden. Well, it's quite simple...they weren’t at the show, because they didn't KNOW about the show.