The air transport market in Poland is developing very dynamically and is characterized by great potential. The interdependence between air transport and the political and economic situation forces the airlines to observe the environment and react to changes occurring in it. Marketing activities are one of the forms of the company's influence on the market, and social media are currently becoming one of the most important marketing channels. The presence of airlines in social media is not only a tool for shaping trends in the environment, but also helps to maintain relations with existing customers and acquire the new ones. The aim of the paper is to evaluate the marketing activities of airlines in social media. The paper analyses the use of tools in social media by airlines, including the observation of crisis situation management. The research subject is LOT Polish Airlines (PLL LOT), and their marketing activities in social media such as Facebook, Instagram, YouTube, LinkedIn and Twitter are monitored. The data collected were compared with the activity of other European air carriers. Moreover, the social media activities of LOT Polish Airlines were analyzed on the basis of two negative events concerning working conditions in the company, one of whichconcerned a crisis situation caused by an employee strike. The research was conducted in the period October 2018–February 2020, in selected months. As a result of the research, improvements were proposed and directions for further research were indicated.
Graduated from the Poznan University of Economics with a Bachelor's degree in Management with a specialization in Business Communication. Currently she is continuing her studies at the same University. She also holds the position of the President of the Students' Scientific Group of the Aviation Market KoNtRoL at UEP. She actively participates in conferences, congresses and competitions concerning the aviation industry (speaker at the II Aviation Market Congress, semi-finalist of WIZZ Youth Challenge competition).