Aviation Performance Solutions (APS) vs FlightSafety International (FSI) on LOC-I Social Media Strategy

How APS and FlightSafety International Use Social Media to Stand Apart, While Standing Against LOC-I

In the high-stakes world of aviation safety, social media isn’t just about branding—it’s about influence, education, and saving lives. Aviation Performance Solutions (APS) and FlightSafety International (FSI) are two global leaders using their platforms to differentiate their brands while advancing a shared strategic imperative: reducing the risk of Loss of Control In-flight (LOC-I), aviation’s #1 cause of fatalities.

Strategic Positioning on Social Media

APS positions itself as an advocate and expert in Upset Prevention and Recovery Training (UPRT), with a strong narrative voice across LinkedIn, YouTube, X, and Instagram. Its strategy includes:

• A professionally curated YouTube channel, @EveryPilotInControl, dedicated to visible experts sharing high-consequence content.
• A standalone site, every-pilot-in-control.com, to deepen storytelling, decouple APS messaging from personal branding, and extend blog-style insights.
• LinkedIn for B2B influence, often tying thought leadership to timely safety topics (e.g., go-arounds, startle response).
• Scenario-based videos and platform-specific copy to humanize the safety message and create mission-aligned awareness (Quesenberry, 2021, Ch. 4, pp. 91–93).

FSI, in contrast, emphasizes scale and consistency. Their LinkedIn content reflects corporate credibility—news announcements, training milestones, and operational reliability. Their YouTube channel showcases simulator capability, facility walkthroughs, and endorsements from airline clients, reinforcing trust over visibility. Posts are polished but less narrative, highlighting infrastructure and certification rather than scenario-rich storytelling.

Comparing Their Approaches

This comparison highlights a useful takeaway from Quesenberry’s social media strategy framework: brand voices must be authentic but distinct (2021, Ch. 4, p. 92). APS uses narrative authority and behavioral specificity to stand apart, while FSI anchors its position in trust, infrastructure, and scale.

A Shared Objective—Different Social Media Roles

Both organizations strengthen their brands through social media, but their strategic goals differ. APS uses digital storytelling to call the industry to action—aligning its Every Pilot In Control initiative with social sharing and educational urgency. FSI reinforces its position as a global partner for full-spectrum aviation training, quietly embedding safety themes into an enterprise narrative.

This distinction aligns with best practices in social strategy: not every brand needs the same voice or visibility—but all must connect authentically and consistently with their audience (Cucu, 2021; Quesenberry, 2021).

Author: Capt. Paul BJ Ransbury is the CEO and founder of Aviation Performance Solutions and Executive Director of EPIC Professional Pilot Solutions. As a former military fighter pilot and airline pilot, with thousands of hours training pilots in UPRT to overcome LOC-I, he is committed to helping pilots bring everyone home safely on every flight. This article reflects his insights, structured with the editorial support of ChatGPT by OpenAI to enhance accessibility and academic alignment.

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