Avionics News November 2016 - 24

SOCIAL MEDIA

Continued from page 23

on Facebook. We started that page about a year and a half
ago. It still has the personal feel of our original page, but
now as a business page, it gives us more options on how
we can use it."
The familiarity and simple fact that practically everyone
has a Facebook page already makes the thought of using
one's personal page for company business a popular solution
to the "how do I get started?" question. While, in the
majority of cases it is a viable way to get into social media,
Randa suggests you proceed down that road with caution.
"We experienced, first-hand, a business that had an
employee set up their company page, but unfortunately,
this person did it through their own personal Facebook
page," Randa said. "Peers were added as contributors, but
the originating person held all administrative rights. It all
seemed logical until that employee resigned. The company's
page was then held hostage until the business made the hard
decision to abandon that page. This meant losing their entire
timeline and basically starting all over again."
Good content is king
If you're like the vast majority of avionics shop owners and
managers, or any other service-related business for that matter,
perhaps the biggest roadblock to jumping into the social pool
is the fear of not having anything interesting to say.
"Some businesses feel they are too boring to have a page,"
Randa said. "Well, they probably have or know of more
potential content than they might realize.
"It's perfectly acceptable to link your posting to an article
or photo that you see in another publication or website - if
you think followers will find value in it. That's what it's all
about, and everybody loves to have their content shared. But
make sure that what you choose to share is relevant and is
something that reflects the common interest between your
business and customers."
Gualandri said that Sarasota Avionics has a team that shares
different topics and ideas for postings.
"We've come up with certain things that we know work,"
she said. "We know that (hashtag) #MooneyMonday or
#MaintenanceMonday are strong draws. We get a lot of
feedback from that. We also know that our Tuesday trivia
posts are popular. We have a person on staff who is a pilot and
has taken the lead on content for the trivia postings.
"As a general rule, we try to post something three or four
times a week. I don't think you can be successful if you do
it too infrequently. It has to have variety though. We try to
keep it interesting to the general aviation community, and it's
not just about our business. We could post pictures of panels
we've done all the time, but we think that would get too
24

avionics news

*

november

2016

commercial - it has to stay social and engaging."
She also said they keep close tabs on what the major
avionics manufacturers are posting on their social pages and
will always link their postings to any news the OEMs have.
Company communications tools
Trego-Dugan Aviation has a strong social media presence,
but while it's a great tool for communicating to and with its
customers, its Facebook page also plays a critically important
role in keeping its increasingly diverse team in touch with
each other.
"One of the driving factors for our owners to decide to
do this was the fact that our company has grown so much,"
stated Zachary Thompson, Trego-Dugan's vice president and
director of maintenance. "We used to have the two locations
in North Platte and Grand Island (Nebraska) with about 50
employees. Everybody knew everybody.
"Today, we have facilities in 23 cities and 18 states and
upward of 700 employees. We needed something to help tie
us together as a company. With our Facebook feed, you can
share pictures and see faces and get to know people in cities
where you don't go very often. A mechanic in Grand Island
can see what someone in Syracuse, New York, is doing. They
can comment and share information."
Emma Petersen, the company's social media manager,
explained that her charge when joining the company out of
high school was to build a social base to communicate within
the company and with people who are customers or are
interested in the company.
"I began our social media efforts in October 2014 with
Facebook, Twitter, Google Pages and Instagram accounts,"
she said. "We started our dedicated online company portal
earlier this year. It's solely for people within the company
to stay in touch and on the same page. But other people can
like it and see what we are up to at our facilities.
"Photos are the main things we post. We also do small
status updates throughout the week just to keep our name out
there and remind people what we are doing. We get three or
four things out every week.
"As far as our avionics repair station goes, when we were
doing our first G1000 installation in a King Air, we kept
posting updates on that to show everyone how it was going
- sort of an internal bragging tool. It was a big project for us,
and Facebook was a great place to quickly share the progress
with our employees and customers.
"The employees at our various locations also like to
post photos of any unique aircraft types that fly into their
facilities. We get a lot of those early morning beauty shots. It
romanticizes what they are doing - standing out there in the
freezing cold spraying de-icing fluid on airplanes."
Continued on page 26



Table of Contents for the Digital Edition of Avionics News November 2016

No label
Avionics News November 2016 - Intro
Avionics News November 2016 - No label
Avionics News November 2016 - Cover2
Avionics News November 2016 - 1
Avionics News November 2016 - 2
Avionics News November 2016 - 3
Avionics News November 2016 - 4
Avionics News November 2016 - 5
Avionics News November 2016 - 6
Avionics News November 2016 - 7
Avionics News November 2016 - 8
Avionics News November 2016 - 9
Avionics News November 2016 - 10
Avionics News November 2016 - 11
Avionics News November 2016 - 12
Avionics News November 2016 - 13
Avionics News November 2016 - 14
Avionics News November 2016 - 15
Avionics News November 2016 - 16
Avionics News November 2016 - 17
Avionics News November 2016 - 18
Avionics News November 2016 - 19
Avionics News November 2016 - 20
Avionics News November 2016 - 21
Avionics News November 2016 - 22
Avionics News November 2016 - 23
Avionics News November 2016 - 24
Avionics News November 2016 - 25
Avionics News November 2016 - 26
Avionics News November 2016 - 27
Avionics News November 2016 - 28
Avionics News November 2016 - 29
Avionics News November 2016 - 30
Avionics News November 2016 - 31
Avionics News November 2016 - 32
Avionics News November 2016 - 33
Avionics News November 2016 - 34
Avionics News November 2016 - 35
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Avionics News November 2016 - Cover3
Avionics News November 2016 - Cover4
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