Korea Air tops the list of the busiest and largest airline companies in Korea. It is located in the capital city of the country Seoul. Korea Air was established on March 1st 1969. The airline company is the largest airline and flag carrier of the republic of Korea. It serves both the domestic market and the international market as well. It has a low cost subsidiary airline known as Jin Air and is also a founding partner of the Sky Team Alliance airlines. The airline transports over twenty-two million passengers annually on average. The company has earned a reputation as the world’s leading airline in cargo transportation since 2004. Korea Air is also amongst the top twenty companies in terms of passenger carriage. The airline is also amongst the world’s leading cargo transport airlines. The year 2010 marked a major milestone in the history of the company as it was awarded the Internet Customer Satisfaction award (e-Global Category). This report will present an analysis of Korea Airlines use of digital media technology in its business strategy. It will evaluate the company’s dominant strategy; the most used media content, the most dominant content category and so forth. The goal is to highlight how the company uses social media to fulfil its customer’s needs.
In addition, the most dominant content category is the promotional category which had a weighted average engagement of 693.5. That was closely followed by the brand awareness category which had a weighted average engagement score of 361.3. It is noteworthy that while the brand awareness category had the most number of likes on facebook, the promotional category was dominant in the weighted engagement category. The customer service category is the least dominant of the three categories with a weighted average score of 102.0. The other categories combined had an average weighted score of 348.8. However, these categories combined had the highest number of likes at nine thousand, five hundred and fifty-eight. The resultant graphs show that Monday had the highest number of likes that were closely followed by Friday. The same statistics were evident for the weighted engagement with Monday leading followed by Friday. It is, therefore, trite to conclude that the company uses its facebook page mostly for promotional services. It is also right to note that the users of the facebook page of Korea Airline depend on the page to learn about the company’s promotional activities. The users are also very interactive with the company on Mondays and Fridays. The company also had the highest number of likes followed by its weighted engagement score. The graph also showed the highest score for promotional awareness for the company’s facebook page. These statistics validate the award to the company for the best Internet Customer Satisfaction Award.
In the post type category, the most dominant sub-category was the text and image subcategory which had a score of thirteen. In the same category, except for the text and URL subcategory and the text and video category which both had a score of two, the rest had a score of zero. These statistics were replicated in the strategy and engagement by post category where the post and image category dominated with weighted average score of 387. That proves that the post and image media type is the most dominant category for the company. In this category also, Monday was the busiest day with a weighted average engagement score of over three thousand users. These results were reciprocated in the pie chart showing the percentages of the different media types of the company. The text and image category scored the highest of all the other sectors. The text and image section also had complete dominance in the message type transformation category. The same results were repeated in the other categories such as informational, engagement likes, engagement comments and the engagement shares.
The above analysis it is clear that the company busiest day in terms of online users is Monday. Therefore, enough resources should be dedicated to this day to handle the high number of users on the company’s facebook page on this day. The same should apply to Fridays. In addition, the engagement by message strategy is the most dominant strategy for the company. The post by picture method also is the most used most used of all the methods available for the users. It is also noteworthy that the company’s most dominant content section is the promotional awareness section. That is followed by the brand awareness sections on the company’s facebook page. That also validates the company’s award for the best airline in terms of internet customer satisfaction. That is through the combination of the promotional awareness section and the brand awareness section which gives the airline’s user information on the airline. However, the company needs to improve in the customer service section in order to boost customer numbers and increase the company’s clientele base, as well as its overall profitability.
CAPA Centre for Aviation. Korean Air. 7 January 2014. 28 June 2014 <http://centreforaviation.com/profiles/airlines/korean-air-ke>.