Social Media Strategy Of WestJet - Case Study
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Introduction: In this report, the Social Media Strategy Of WestJet's will be evaluated. The social media strategy of the business will be evaluated from different perspectives like how it has impacted the different activities of the business like customer relationship management or which social media network will be effective for the achievement of the goals of the business with different criteria. In the end, the summary of the main point of the above analysis will be given.
Question 1: How has WestJet's social media efforts evolved over time and assisted with being a corporate voice and customer relations platform?
Answer: The social media efforts of the company help resolve some of the significant customer service issues of the company. Also, it helps the business better its brand image in the market and increases the revenue of the business. One of the big issue solved by the social media efforts of the company is that the company's IT system for customer Service called Sabre was not effective for the customer service purpose as it was leading to customer having to wait for a long time to resolve their enquiries and this was leading customer dissatisfaction in the company and by the help of the social media networks, the company was able to reach a large number of people in short time. WestJet also has been able to portray as a more customer-friendly organisation and also help in portray the firm as fun loving organisation. All these helped the company increase the brand image of the business. Another aspect of the business in which the firm has successfully used the social media networks is effective marketing of the new products of the company which lead to increase in the sales of the products like increase in sale of seat of the company due to effective marketing by WestJet Kargo Kids April Fool's Video. All these are the ways by which WestJet's social efforts lead to better corporate voice management and creation of better customer relation platforms for the business.
Question 2: Should Bartem and Hounslow opt to launch WestJet channels on Snapchat or Pinterest?
Answer: After analysing all aspects of the business, it can be concluded that Bartem and Hounslow should opt to launch WestJet channels on Snapchat instead of Pinterest due to some reasons which will be stated in the following section. The first reason is the competition in Snapchat is currently lower than Pinterest to capture the attention of the customers as only four airlines are currently pursuing Snapshot whereas there is large number of the airline marketing their services in Pinterest. The second reason is the demographic of the Snapchat is better suited for the goals of WestJet which is to increase demand and sales and customers loyalty of the business which is 45 percent customer being in the age group of 18-24 and 26 percent in age group of 25-34 age group. These two age groups generally tend to use airline service more frequently. On the other hand, Pinterest has lower number of people in the age groups. For the reasons, it is recommended to opt for Snapchat.
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Question 3: Research and describe one interesting new social media platform that is on the horizon (less than two years old). Should WestJet be actively exploring new arrivals like this new service or waiting until a platform is popular and proven before investing in it?
Answer: One social media which WestJet can use as a social media platform for better marketing and customers relationship management of the business is Google My Business application in which the businesses connect with the potential customers of the business through the Google maps and search. This leads to the company services automatically shown in the application when the customers search something related to it. It will be suggested to WestJet that they should start exploring this application as soon as possible to get the maximum benefit from it and also then there are low chances of this application failing as the Google has a large customer base that uses their search engine and maps. (Ueland, 2019). Therefore, the company will be able to reach a large number of customers at a short time.
Question 4: What best fits WestJet's short and long term social media goals?
Answer: The WestJet's short term and long term goals will be better achieved by Snapchats among all these social media network options as the short term goal of the business is the increase in the short term sale and demand of the business, and the long term goal of the business is to increase the customer loyalty of the business. These goals can be achieved by Snapchat as this social media network has high customer base in the demographic which uses the airline service frequently and this can lead to increase in demand and sales of the business in the short term. Also, the company can better its brand image by sending effective video to the customers. This will lead to increase in the customer loyalty of the business in the long term which is the long term goal of the business.
Question 5: What are the criteria for success?
Answer: The criteria for success, in this case, will be discussed here. The first success criterion is the effective reach of the customer segments which is more likely to use the airline service. The second criterion for success is there should be adequate scope for the company to attract the attention of the customer regularly meaning the use of the application should be high, and the competition for attracting the attention of the customer should not be too high. The third success criterion is the increase in the significant value of the business by use of this new social media network.
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Question 6: What decision option best fits WestJet's decision criteria and can be sustainable in the short and long term within the economic constraints provided in the case?
Answer: The decision to use Google My Business is best fits WestJet's decision criteria and can be sustainable for the short and long term of the business and will also align with the economic constraints provided in this case. Google My Business application is chosen over Snapchat in this section as Snapchat takes a significant amount of revenue for advertising the products of the business (Investopedia, 2019). Therefore, the economic constraint of the business which is to use a social networking media which will achieve its goals at effective zero budget for advertising in it will not be fulfilled by Snapchat but can be fulfilled by Google My Business which allow businesses to open a free business profile in its application. Also, it will be able to achieve the goals of the business through its large customer reach but may not be able to achieve the goals as effective as Snapchat.
Question 7: With a budget allowance of $0 CAD, will WestJet be able to build a serious presence on its selected new social media platforms while maintaining its existing ones?
Answer: With the budget allowance of $0CAD, WestJet will be able to build a serious presence on its selected new social media platform which is Google My Business will maintaining its existing one due to some of the features of the Google My Business. The features are the automatic tracking of the customers who connect with the business or also automatic appearance of the business service when the customers search into related topic. These features will make WestJet in building serious presence in this social network at the same time maintaining the old ones. Also, this application allows business maintain business profile for free upto certain time and this lead to the company earning revenue from this platform and funding it to continue maintaining this network. Also, the large customer base and effective features of this application will lead to serious presence of the company in this market in this social media platform.
Conclusion: From the above analysis, it can be concluded that Snapchat was a better choice according to the goals of WestJet but in overall taking, the economic constraints into account, Google My Business is more effective as new social media platform of the business.
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