Community outreach and engagement efforts are critical to an airport’s role as an ever-evolving transportation infrastructure and regional economic driver. As online social media platforms continue to grow in both popularity and influence, a new engagement channel between airports and the public is emerging. However, the motivations behind and effectiveness of these social media channels remain unclear. In this work, we address this knowledge gap by better understanding the advantages, impact, and best practices of this newly emerging engagement channel available to airports. Focusing specifically on airport YouTube channels, we first document quantitative viewership metrics, and examine common content characteristics within airport YouTube videos. We then conduct interviews and site visits with relevant airport stakeholders to identify the motivations and workflow behind these videos. Finally, we facilitate sample focus groups designed to survey public perceptions of the effectiveness and value of these videos. From our four project phases, to maximize content effectiveness and community engagement potential, we synthesize the following framework of action items, recommendations, and best practices: (C) Consistency and community; (O) Organizational structure; (M) Momentum; (B) Branding and buy-in; (A) Activity; (T) Two-way engagement; (E) Enthusiasm; and (D) Depth, or as a convenient initialism, our COMBATED framework.

社区外展和参与努力对于机场作为不断发展的交通基础设施和区域经济驱动力的作用至关重要。随着在线社交媒体平台的受欢迎程度和影响力不断增长，机场和公众之间的新互动渠道正在兴起。但是，这些社交媒体渠道的动机和有效性尚不清楚。在这项工作中，我们通过更好地了解可用于机场的这种新兴参与渠道的优势，影响和最佳实践来解决这一知识鸿沟。我们专门针对机场YouTube频道，首先记录定量收视指标，然后研究机场YouTube视频中的常见内容特征。然后，我们与相关的机场利益相关者进行访谈和实地考察，以确定这些视频背后的动机和工作流程。最后，我们为样本焦点小组提供了便利，旨在调查公众对这些视频的有效性和价值的看法。从我们的四个项目阶段，为了最大程度地发挥内容的有效性和社区参与的潜力，我们综合了以下行动项目，建议和最佳实践框架：（C）一致性和社区；（O）组织结构；（M）动量；（B）品牌推广和买入；（A）活动；（T）双向接触；（E）热情；（D）深度，或作为方便的缩写，从我们的四个项目阶段，为了最大程度地发挥内容的有效性和社区参与的潜力，我们综合了以下行动项目，建议和最佳实践框架：（C）一致性和社区；（O）组织结构；（M）动量；（B）品牌推广和买入；（A）活动；（T）双向接触；（E）热情；（D）深度，或作为方便的缩写，从我们的四个项目阶段，为了最大程度地发挥内容的有效性和社区参与的潜力，我们综合了以下行动项目，建议和最佳实践框架：（C）一致性和社区；（O）组织结构；（M）动量；（B）品牌和买入；（A）活动；（T）双向接触；（E）热情；（D）深度，或作为方便的缩写，COMBATED框架。