8. Section 2: Content strategy
Ethiopian Airlines, South African Airways
and Egypt Air
9. Facebook
Ethiopian Airlines South African Airways Egypt Air
• Mostly posts
employees with
traditional clothes
• Rarely uses UGC
• Rarely asks
questions
• Posts frequently
• All kinds of contents
• Most engaging post:
A picture of a
Hostess (217 shares)
https://www.facebook
• Mostly posts Airplanes/
Flight attendants
• Often uses UGC
• Rarely asks questions
• Posts once a week
• All kinds of content, their
business related
• Most engaging post: 15
shares
https://www.facebook.co
m/FlySAA/photos/a.4007
20186624190.106339.2
• Mostly posts
Airplanes/ Customers
• Often uses UGC
• Rarely asks questions
• Posts once a month
• All kinds of contents
• Most engaging post: A
picture of an
employee (270
shares)
https://www.facebook.co
m/EGYPTAIR/photos/a.1
10. Own page
Ethiopian Airlines South African Airways Egypt Air
• Mostly posts new
Airplanes
• Rarely uses UGC
• Posts frequently
• Media relations page
• All kinds of content
(All relevant)
• Inside the airplane seat
comforts
• Often uses UGC
• Posts frequently
• All kinds of content (All
relevant)
• Historical places
• Rarely uses UGC
• Posts frequently
• All kind of contents
(All relevant)
11. You tube
Ethiopian Airlines South African Airways Egypt Air
• Mostly posts current
issues
• Rarely uses UGC
• Posts monthly
• Focuses on
campaigns
• Most engaging post:
All women functioned
flight (15,700 views)
https://www.youtube.
com/watch?v=lXiKYp
TMGbI
• Miscellaneous services
• Often uses UGC
• Posts once a year
• All kinds of content,
including irrelevant
topics
• Most engaging post:
Favorite airline Ad.,
(56,331 views)
https://www.youtube.co
m/user/FlySAA100
• Mostly posts onboard
movies and Ads.
• Rarely uses UGC
• Posts monthly
Mixed content
Most engaging post:
Family on plane (623,022
views)
https://www.youtube.com
/watch?v=AU0IQGi-gmo
12. Summary
• Social Media in Ethiopian should be
integrated into the Marketing Communication
Mix (Advertising, Sales Promotion, Direct
Marketing, Personal Selling and Public
Relations).
• Social media marketing requires social media
presence and it has a technology-based role.