In an effort to expand networking capabilities, build relationships, and protect the integrity of well-established brands. The power of social networking through web platforms like LinkedIn, Facebook, and Twitter is becoming increasingly apparent to all facets of the aviation industry; NBAA's annual conference is no exception. In a session dedicated to educating aviation professionals on the value of social media, Ryan Keough, marketing and communications manager for Cutter Aviation comments, "Aviation is a community, and a family; we are a close-knit group of people separated by miles and miles. [Social networking] helps us see what our colleagues are doing to enhance their businesses." Says Aviation International News (AIN) writer and JetWhine blogger Rob Mark, "The way people are gathering information is changing; it's all about stimulating the conversation." Rob relates that there are two options when it comes to social media: a company can consider the networking tool and see if it can be helpful to the business, or the company needs to get out of the way; because [e-media networking] is coming more and more, like it or not." He also warns however, that social media should be considered as a tool, and not the be-all end-all of business. "The value of the power of a message is not defined by the company anymore," relates Mark. "It's defined by the customers." What he means is that customers have no problem letting companies now how they feel about their product/service, and are able to do that very effectively because of the viral nature of social media platforms. On the flip side; companies that pay close attention to what customers say about them via the web have the ability to quickly address a business' weakness while also capitalizing on its strengths. The prospect of utilizing social media can be overwhelming considering the growing number of options available; yet social media businesses wouldn't be doing their job if they weren't constantly adjusting the model to make the process easier, and in many ways, fun as well. And believe it, they are working hard on just that everyday. Take the time to learn about the benefits that social media offers; anyone in my generation is a great resource. You will not regret it, and in fact, you will quickly find yourself embracing it. Thanks for your interest, Brad McAllister
