Communication Strategies in Social Media of Global Aviation Companies

Abstract

The contemporary business environment is characterized by rapid technological advancements, necessitating that organizations continually adapt and seek innovative channels for public communication. Among these, social media have emerged as increasingly significant instruments. Today, social media platforms serve not only as tools for communication, but also as critical mechanisms
for fostering relationships with customers, business partners, and both current and prospective employees.
In an era of accelerating digitalization, social media have become an integral component of corporate communication strategies across numerous industries, including the aerospace sector. These platforms enable companies to swiftly and effectively engage a broad audience, thereby facilitating stakeholder relationship building and enhancing their employer brand reputation. The growing role of social media in corporate communication strategies underscores the need for a closer examination of its extent of utilization,  effectiveness, and thematic content disseminated by the organizations under study.
The purpose of this paper is to present the process of analyzing selected aspects of the use of social media by multinational companies in the aerospace industry, with a particular focus on their role in external communications in the context of employer image building, and to present some of the research results.
The research begins with an analysis of the foundational data to identify the specifics of the industry, its level of economic development and employment needs. Key companies in the sector and the most popular social media platforms used by these entities were selected.
As part of the analysis of messages posted on social media, one platform was selected based on three criteria: popularity of the site, redirection of traffic to the websites and declared intensity of daily use. The research was quantitative and qualitative in nature. The first stage of the research utilized the Sotrender tool, which enables detailed observations of companies’ social media activities. The empirical data was aggregated and presented in the form of tables and charts.
In the further analysis process, a key role was played by cooperation with representatives of the CLARIN-PL scientific consortium, who provided tools for processing and systematizing large text collections, enabling research based on the thematic modelling method and corpus analysis.