ABSTRACT
Social media could be defined as any platform offering exchange of thoughts or feelings. Wikipedia suggests that social media is the interaction among people in which they create, share, or exchange information and ideas in virtual communities and networks. Presence on social media and status updates are becoming increasingly important for many companies and institutions, and airlines are no exception. The presence of airlines on social media should be treated as a tool that helps airlines engage with their passengers and potential prospects. The presence of airlines on social media cannot be turned to success overnight. There are several aspects that airlines need to pay attention to throughout the development of their social media campaign. In the world of social media, everything happens fast and the airline needs to be prepared, meaning it must be proactive as well as reactive.
