Purposes of Airlines Using a Blog Page and Benefits of Using a Blog Site
Corporate blogs are the window of businesses opening
to the outside environment. Organizations can interact with the target audience
and its stakeholders, share information and change the perspectives of the
target audience thanks to their blog pages. Especially the presence of
corporate blogs, which play an active role in the dry image and brand loyalty,
is important for businesses. The fact that almost every contact point is not
overlooked in the image creation processes also necessitates the interaction with
the entire target audience and especially with customers and stakeholders. For
this reason, this function of corporate blogs is one of the elements that
institutions have to evaluate. Blog Quality Index survey results and with
Turkey's Most Valuable Brand Finance Annual Report of the brand has been said a
similarity between the 2015 findings. It has been determined that the corporate
blog page of the airline company, which ranks high in the brand value ranking,
is much better. In parallel, the contribution of companies' corporate blog page
usage to corporate image and brand value can be observed concretely. Contrary
to this, it has been revealed that the corporate blogs of the airline
companies, which rank high in brand value, are far from professionalism.
Businesses should use corporate blogs to achieve competitive advantage in
markets that are almost redesigned and reconstructed with globalization and
technological developments and where there are many competitors. Use of
corporate blogs; It provides advantages to companies such as creating corporate
image, creating customer loyalty, developing corporate reputation and branding
and bringing positive outcomes to companies. It is thought that institutions
that have to survive in a competitive environment by providing the constructive
effect of the corporate image should use corporate blogs and make their
existing blogs more qualified.
When a general evaluation of the findings revealed
after the research process is made, it is seen that the Turkish Airlines has
fulfilled the index items the most on its corporate blog page. It has been
determined that Turhish Airline is far ahead of other airline companies in the
research during the active and high quality use of this communication tool. In
this context, it can be said that the research quality is in the first place in
the sector ranking and the blog quality is in parallel. On the other hand,
being ranked 4th among 100 companies in the Brand Finance report, which is the
output of a brand index, also makes it clear that Turkish Airlines actively
uses many applications besides its corporate blog page. Moreover, it can be
stated that the institutional image of Turkish Airline is related to the
quality of the blog revealed in the research findings.
It can be said that Pegasus' corporate blog is far
from THY professionalism. However, Pegasus is one step ahead of other airline
companies in terms of current issues. In the corporate image process, Pegasus
needs to manage a more interactive corporate blog page. The use of applications
(survey, video, tag cloud and RSS), which is current but not found in any of
the companies involved in the research, may be among the activities aimed at
increasing the image of this airline company. Finally Brand Finance 2015 report
said that in the first 100 companies in Turkey between 74 and # 3 is located on
a sectoral basis AtlasGlobal was mediocre corporate blogs, relative to other
airline companies. Compared to THY, it is a blog where only a few articles are
shared, a link to the corporate web page, and certain social networks. It has
to handle this process more professionally in order to carry the corporate
image of Atlas Global to better points and to be ranked higher in the brand's
liking reports. Making the necessary improvements, increasing the interaction
of the blog and positioning it more up to date will also reflect the image and
reputation of Atlas Global in the long term.
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