Escolar Documentos
Profissional Documentos
Cultura Documentos
MKTG 318
27 September 2017
I. Introduction
After acquiring Pacific Aero Products Co. in July of 1916, William Boeing set out to
transform the relatively new aerospace world. Boeing Airplane Co. has been a leader in
innovation in the aerospace industry, making jetliners and security systems for commercial,
military and space use. Their successful marketing strategies spanning the past century have
assisted in propelling Boeing forward.
Also dominating the market is European-based Airbus, which has served as the other half
of a duopoly with Boeing for a number of years. Now, however, new market threats are
exploding across the globe, including Canadian Bombardier, Brazilian Embraer, Japanese
Mitsubishi, Chinese COMAC and Russian Irkut (Zhang). Aside from COMAC and Irkut, all of
Boeing’s competitors also are utilizing popular Facebook, Twitter and Instagram platforms.
However, Boeing is by far the oldest company with a strong reputation and established online
presence.
In today’s digital age, Boeing has, unsurprisingly, taken full advantage of social media
available to them. Platforms utilized include Instagram, Facebook, Twitter, YouTube and
LinkedIn. And, like many major companies, Boeing has had a few missteps along the way in
regards to social media and public relations. Most notably, in 2010, 8-year old Harry Winson,
from Boulder, CO, sent Boeing a sketch of an airplane he made with firefighting capabilities. In
return, he received a form letter that stated;
Like many large companies, we do not accept unsolicited ideas. Experience
showed that most ideas had already been considered by our engineers and that
there can be unintended consequences to simply accepting these ideas. The time,
cost and risk involved in processing them, therefore, were not justified by the
benefits gained (Clifford).
Interestingly enough, Winsor’s father owned a company that uses crowdsourcing to build
advertising campaigns, so he pitched the dilemma to his blog and Twitter followers. People
responded enthusiastically about Boeing’s poor customer service. Ironically, Boeing had recently
began their Twitter account not long before the incident, at the time managed by Todd Blecher.
He utilized the new account to simply tweet, “We’re expert at airplanes but novices in social
media. We’re learning as we go” (Clifford). This response was well received by the supporters of
young Winsor, which in turn helped Boeing avoid a full-blown social media crisis.
Figure 1
Facebook Twitter LinkedIn YouTube Instagram
# of 1,021,990 393,000 790,042 461,707 532,000
Followers/Likers/Subscribers
Frequency of Posts Somewhat Tweet 1-3 posts 1-4 videos 1-3 posts
inconsistent; posted each posted each
typically every 2 week. each week.
every few to 3 days. month.
days but can
go for as
long as one
week
between
posts.
Breakdown of social media followers and post frequency.
It seems that Boeing has the biggest reach on Facebook, with each post averaging likes
around two or three thousand. Facebook serves as their primary form of communication with the
public. Posting everything from industry and company updates to fun facts, images and videos,
Boeing’s Facebook account is engaging and does a fair job of bolstering excitement for the
brand. They do a fair job of acknowledging airline companies who buy and use their planes as
well, which shows the public good working relationships between the airplane manufacturer and
global airlines. Figure 1 shows Boeing’s extensive reach on Facebook.
As Twitter limits communication to 140 characters, Boeing uses it to post links, retweets
and quick news. Depending on current events, Boeing will use Twitter to post facts and figures.
For example, on September 13, 2017, Boeing used Twitter to post a quote from CEO, Dennis
Muilenburg, that stated, “Muilenburg: Base on 787 order backlog of ~ 700 airplanes and
continued demand, we confirm plan to go up in rate to 14 per month in 2019”. Because of how
easy it is to post information quickly on Twitter, Boeing can easily communicate with their
stakeholders as well as the general public.
LinkedIn is one of the most natural and important platforms for major companies. Beside
keeping the public updated with relevant company and industry updates, LinkedIn is a good
platform for recruiting new talent to the organization. Boeing’s main company page includes
relevant information about the company and employees, usually highlighting executives and
other high-level information. Furthermore, Boeing uses this platform to highlight open jobs,
career advice for graduates and other relevant career relevant information.
What’s the best way to showcase the power and awesomeness of an aircraft? Use video!
Since it’s creation in February of 2006, Boeing’s YouTube has reached 188,740,709 views and
nearly half a million subscribers. This channel is engaging and gives a more intimate view into
Boeing’s world and the people who work in it.
Finally, using captivating photo and video, Boeing’s Instagram account highlights the
power and beauty in their commercial and military aircrafts. Boeing does a good job here of
creating interesting visuals that everyone can find interesting, not just airplane fans or airlines.
Additionally, they use hashtags to connect with the greater community. For example, featuring
the original 747-100 from 1968, Boeing’s Instagram, Boeing used the hashtags #avgeek and
#instagramaviation. Each of these hashtags connect to over 1 million other tagged posts, which
allows Boeing to enter into the aviation fan base.
Figure 2
Strengths Weaknesses Opportunities Threats
Facebook Engaging Much content Engage directly with Airbus has 400+
content; shares diversity, could public through more followers
stories and streamline mentions and and page
history content for highlighting followers
easier passengers
transitions;
make
campaigns
more apparent
LinkedIn Business- Doesn’t Feature programs for Airbus highlights
focused highlight recent exciting
content; good specific jobs, graduates/internships, international jobs
use of video especially to especially if and internships
and photo recent international for students and
graduates graduates
Instagram Exciting photo Extremely long Create “Faces of Airbus dominates
and video captions Boeing” account with 1.1 million
content to similar to “Faces of followers
engage Airbus”; add
audience additional hashtags
Twitter News outlet for Doesn’t Engage with @’s Airbus interacts
company; integrate much more frequently, with airlines and
offers real-time content especially airlines public more
information regarding featuring new planes frequently
employees
YouTube Incredible Some of their Create content for None
following; videos are younger generations
engaging made private
content
SWOT Analysis of Boeing’s social media platforms.
V. References
Barker, Melissa S, et al. Social Media Marketing: A Strategic Approach. 2nd ed., Boston, MA,
Cengage Learning, 2017.
Clifford, Stephanie. “Boeing's Social-Media Lesson.” The New York Times, The New York
Times, 3 May 2010, mediadecoder.blogs.nytimes.com/2010/05/03/boeings-social-media-
lesson/?mcubz=3. Accessed 21 Sept. 2017.
Wilson, B. (2010). Boeing: Social media drives website traffic, enhances brand. Aviation
Daily, 381(10), 6. Retrieved from
http://proxy.foley.gonzaga.edu/login?url=https://search.proquest.com/docview/73447438
5?accountid=1557
Zhang, Benjamin. “These 6 planes are trying to end Airbus and Boeing's dominance in the
skies.” Business Insider, 9 June 2016, www.businessinsider.com/airbus-a320-boeing-
737-new-challengers-2016-6/#boeing-737-max-series-2. Accessed 21 Sept. 2017.