ETHIOPIAN AIRLINES
SOCIAL MEDIA
Engagement
Oct, 2018
Hello!
AMANUEL AGAJJIE
Digital Communication Expert
Corporate Communications
amanuelag@ethiopianairlines.com
Phone: 8913
Mob: 251-921543836
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Sales & Promotion
Bank of Artworks (Images,
Videos & Artworks)
Brand Control Center
5%
30%
Digital Acquisition
Primary working on business part of the
social media
Responsible for new information on online
booking, promotion of fares, query flights,
and run campaign to derive online sales.
Corporate
Communication
Works on company image building (Brand
awareness)
Updating news, company profile,
20%Responsibility news
Corporate Social
and quizzes that encourage fans to
participate in the social media.
Responsible in handling all media and
press inquiries
Global Contact Center
Focuses on engaging and connecting with our
audience and customers on social media.
The responsibilities usually involve listening out for
relevant conversations on social media, replying to
comments and inquiries, and organizing social
media events like Twitter chats or Facebook Live
sessions.
They are often considered the face of the company
and play a key role in your business’s relationship
with its biggest fans and advocates.
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Guide to Page Messaging
 Turn on messaging when you’re ready
•
Turn on messaging only when you can commit to responding
to messages
•
If you respond to 90% of messages within Five minutes, you’ll
earn a “Very responsive to messages” badge that tells Page
visitors that you can be reached effectively through messaging
 Write the way you’d speak to someone in person
•
Make sure your tone is friendly and respectful.
•
Write to your customers in the same way that you’d speak
to them in person.
•
Messages are interruptive, meaning they get the attention of
the recipient right away, so we suggest using messaging for
matters that require immediate attention.
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Guide to Page Messaging
 Be helpful and to the point
• Facebook messages don’t have a character limit, but we
still recommend keeping your messages short and to the
point.
•
Be clear about which question you’re answering and which
action you recommend.
•
Sign your messages with your name, not just the business
name, to personalize the communication.
 Limit saved replies to frequently asked questions
•
It helps to respond quickly to high volumes of messages
asking similar questions.
•
We recommend using them to respond to frequently asked
questions, like your business hours
•
For one-off questions from people, send a personal reply.
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Auto Messaging
• "We'll get back to you as soon as possible" isn't
very reassuring.
• Instead, under promise and overdeliver. For
example by specifying that you'll "get back within
24 hours", and responding within just a few hours.
• Include alternative contact options
•
Speak like a human
• Sorry to keep you waiting! It's very busy at the
chat at the moment, but I'll be with you within 3
minutes. If you're in a rush, you could also leave
your question and email address – we'll then get
back to you via email.
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Comment
Respond privately to sensitive questions
• Reply with private messages to comments left on their Page, helping them respond
to personal requests and handle customer-specific information more effectively.
Use private replies for messages including billing questions, sensitive customer
complaints, order statuses and other topics that include personal information.
Don’t make them wait!
• It’s best to practice timely responding to comments. Think of Facebook as any
other form of communication. Would it be rude to let an email sit for a week?
Yes…so don’t delay!
If the comment is negative,
• we encourage you to respond…when appropriate. If someone is genuinely upset
with your service in some way, ask what you can do to help. By responding to a
disgruntled individual, you are showing everyone else who sees it that you do care
and are open to discussing their frustrations.
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Comment
Like and Respond
• If the comment is positive, your first step is to “like” the comment,
and if their comment asks a question or is engaging in some way, go
ahead and reply.
Use Names
• You have their name of course, so use it to address them.
Add a Call-To-Action
• For comments that require longer, more complex communication, we feel it’s
best to take that dialog off of social media, so not to have a such a public
conversation back and forth.
• Your response to a comment should have a call-to-action for the commenter
when appropriate. Anything from telling them to send you a private message,
visit a certain page on your website, shoot you an email or call you at a direct
line. Having this call-to-action also is great in case another viewer of this same
post runs into the same question, they are addressed with what to do next,
easy to see.
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Comment
Don’t attack back!
• For any comment, but especially negative ones,
it’s best to thank them for their comment. And
again, be sincere. Just because someone came at
you, a personal attack or not, doesn’t mean you
can’t take the high road.
Hide Bad Comments
• Breaking the rules you’ve established for your page
• Offensive or profane
• Illegal in any way
• Posted by a troll
• Political, racism and others
• Self advertising or linking comments
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