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Kiyapili Sibanda, Business Reporter
LOW-COST airline fastjet has become one of the biggest airlines in Africa which has pushed its business by the use of social media, with its Facebook community passing the 1,1 million mark.
In a customer survey, fastjet said Facebook has remained the most popular method of engagement for its customers at a preference rate of 80 percent compared to Twitter and Instagram.
Fastjet spokesperson Mr Hein Kaiser said over the years different social media platforms have remained popular to their customers for engagement.
“Over the past few years different social media platforms have become quite defined in shape and purpose and according to our customers, Facebook remains the most popular channel to engage on all levels,” he said.
Mr Kaiser said the social media strategy was effective as the company’s customers service rate has shortened from 55 percent over two days to 96 percent within an hour and the company has re-purposed its content strategy to balance hard sales with engaging more visual content and increased the posting frequency to match feedback.
He added that the company’s main objective was to manage social communities across all aspects of engagement.
“Our objective is to effectively manage social communities across all aspects of engagement; from consumer relevant content through to sales and special offers as well as customer service. As the airline grows, so it plans to develop its community to reflect the airline’s growing pan-African footprint.
“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,” said Mr Kaiser.
He added that the rate of attrition has reduced significantly while organic growth has enabled fastjet’s Facebook community to grow into pole position among its peers.
This month, fastjet said it will introduce a fifth Zimbabwean route in November as the company celebrates its second anniversary in the country.
Fastjet Zimbabwe recently celebrated flying more than 125 000 passengers on 1 678 flights with an impressive 94 percent on-time performance, establishing the airline as a punctual, reliable, and affordable low-cost carrier. -@Kiyaz_Cool
Online Reporter