Understanding the Role of Online Media Platforms in Airport Capital Projects and Community Outreach

Community outreach and engagement efforts are critical to an airport’s role as an ever-evolving transportation infrastructure and regional economic driver. As online social media platforms continue to grow in both popularity and influence, a new engagement channel between airports and the public is emerging. However, the motivations behind and effectiveness of these social media channels remain unclear. In this work, the authors address this knowledge gap by better understanding the advantages, impact, and best practices of this newly emerging engagement channel available to airports. Focusing specifically on airport YouTube channels, the authors first document quantitative viewership metrics, and examine common content characteristics within airport YouTube videos. The authors then conduct interviews and site visits with relevant airport stakeholders to identify the motivations and workflow behind these videos. Finally, the authors facilitate sample focus groups designed to survey public perceptions of the effectiveness and value of these videos. From the four project phases, to maximize content effectiveness and community engagement potential, the authors synthesize the following framework of action items, recommendations, and best practices: (C) Consistency and community; (O) Organizational structure; (M) Momentum; (B) Branding and buy-in; (A) Activity; (T) Two-way engagement; (E) Enthusiasm; and (D) Depth, or as a convenient initialism, our COMBATED framework.

Language

  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 01763450
  • Record Type: Publication
  • Report/Paper Numbers: TRBAM-21-00287
  • Files: TRIS, TRB, ATRI
  • Created Date: Dec 23 2020 10:59AM