Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry
The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social
- PDF / 322,840 Bytes
- 16 Pages / 439.37 x 666.142 pts Page_size
- 82 Downloads / 184 Views
University of Twente, P.O. Box 217, 7500 AE Enschede, The Netherlands {a.a.m.spil,r.effing}@utwente.nl 2 Saxion University of Applied Sciences, P.O. Box 70.000, 7500 KB Enschede, The Netherlands 3 Both Social, Enschede, The Netherlands [email protected] Abstract. The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social media could support those areas of business. This paper comprises the results of both a systematic literature review and case studies at European airlines. The literature study was based on 85 academic articles, regarding the prevalent approaches to social media strategies. The case studies were conducted within three North-western-European airlines in Germany, France and the Netherlands. As a result, a new conceptual framework and tool for creating social media strategies is created. Engagement, Evaluation and Enabling are its main concepts. The new theoretical framework is more complete and was derived from existing literature and case studies. The 3E Social Media Strategy Canvas can serve both as a decision-making tool and as a theoretical framework for comparison.
Keywords: Social media strategies canvas · Policy · Engagement
1
·
Facebook
·
Business model
Introduction
In recent years, social media channels such as Facebook, YouTube, Twitter and Instagram have increased in importance within the airline industry [1–3]. Since this is an information intensive sector, social media is predominantly used at airlines as a communication channel for providing customers with relevant information [4,6]. One study found that airlines social media use is found to be heavily advertising focused [1]. Social media could also be important as a tool for customer service. The risks of not effectively addressing customers by social media are apparent. For example, United Airlines reputation was affected because one of their customers made a viral YouTube video [7]. The reason was that United c IFIP International Federation for Information Processing 2016 Published by Springer International Publishing Switzerland 2016. All Rights Reserved Y.K. Dwivedi et al. (Eds.): I3E 2016, LNCS 9844, pp. 15–30, 2016. DOI: 10.1007/978-3-319-45234-0 2
16
T.A.M. Spil et al.
Airlines refused to compensate a musician whose 3,500 dollar guitar was broken. This example stresses the importance of managing business reputation on social media. Because social media could be useful to contribute to marketing, customer-satisfaction and service goals more knowledge is required regarding effective social media strategies. However, there is a lack of theory to underpin the design of social media strategies within companies [8]. In a highly competitive field such as the travel and hospitality sector it is of major importance to adapt to the needs of clients including their expectations regarding social media presence. The main aim of this paper
Data Loading...
