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Social Content And Consumer Engagement

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Question:

Discuss about the Social Content and Consumer Engagement.
 
 

Answer:

Introduction:

This memo addresses the drawbacks of the Qantas over the past few weeks that have affected the overall image of the organization hugely. Qantas has faced three prime issues associated with engine failure, improper use of social media and improper tweets of CEO regarding the employee union. Firstly, the memo will focus on illustrating all the key identifies issues that has affected the overall image of Qantas in a significant manner. It will also focus on illustrating the best possible way to utilize social media platforms for achieving maximum sales impact on the business procedure.

Qantas has faced different challenges in conducting all the activities related to their business procedure. Firstly, Qantas have faced many challenges associated with the engine failure, which affected the overall satisfaction level of the customers in a major way. Qantas four-engine Boeing 747 and Qantas Airbus A380 has experienced engine explosion in the middle of the flight, which has induced pilots to have emergency landing. Now, different cases of engine explosion or failure have increased level of concern for the customers regarding the safety of the passengers. In fact, these incidents have induced customers to look for ideal platform in which they can share their dissatisfaction about Qantas. Secondly, poor utilization of social media networks has affected the overall brand image of Qantas in a significant manner. Qantas has not implemented any market research activities before the initiation of competition #QantasLuxury on Twitter network. The selection of wrong time for the competition has allowed people to post several negative comments about the engine failure. Moreover, Qantas also has not initiated appropriate monitoring technique for the posting in the competition, which made situation worse in the global platform. Thirdly, CEO of Qantas has tweeted few aggressive messages about the employee union of Qantas. It has created adverse impact on the overall perception of the employees about the management. Moreover, aggressive posting of CEO on Twitter has highlighted improper work environment of Qantas in global platform.

Future actions of Qantas for developing a positive public perception of the brand:

The above identified problems has highlighted the fact Qantas is going through severe challenges in order to keep the image intact with the organizational procedure. Firstly, the management of Qantas will have to assure all probable customers that the incidents of engine failure is mere an accident and it will not be repeated in future. The management of Qantas will have to ensure that all the developed engines go through detail checking procedure before the utilization for commercial purposes. On the other hand, Qantas need to provide detailed information about the safety techniques used by the organization to avoid any emergency consequences. Appropriate use of safety measures and activities will help to gain major section of the market in an appropriate manner. In addition, Qantas will also have to focus on providing value added services to all the customers in order to regain their faith about the business procedure. The value added services will have to be utilized as per the needs and wants of the probable customers for maximizing the impact on the business procedure. Qantas also needs to focus on implementing aggressive marketing strategies for providing all the required information to the people. The marketing strategies of Qantas will have to use strong brand name of the organization for creating desired level of impact on the market.

As described by Ashley and Tuten (2015) social media platforms have provided new dimension for the organizations to conduct all the requirements of the operational procedure. Therefore, Qantas will have to focus on identifying the best possible way to utilize social media platforms for fulfilling business objectives (Vinerean et al., 2013). The result of Qantas Twitter competition #QantasLuxury has highlighted improper monitoring process of social media activities, which has affected the overall brand value of the organization. For that reason, the management of Qantas will have to focus on conducting in-depth market research strategies for identifying present public perception about the company (Hudson et al., 2015). It will help Qantas to select right time for initiating social media competition or promotional activities. Moreover, the management of Qantas will have to assess present organizational structure in order to incorporate specific social media marketing team for monitoring all the activities happening in different social media pages of the organization (Dahnil et al., 2014). In addition, the management of Qantas need to focus on including different attractive video clips, graphics and pictures in order to catch the attention of the customers. Qantas also have to focus on developing effective communication structure with all the probable customers for resolving any queries or issues in an effective manner (Scott, 2015). As a result, it will help Qantas to minimize dissatisfaction level of the customers regarding the provided services.

 

Course of action for Olivia Wirth:

1.Timing

Jan 2012

2.Audience

All the potential domestic and international customers of Qantas

3.Sender

The current CEO of Qantas, Alan Joyce needs to sent the message

4.Key Message

The message will consider following points:

ü  It should start with an apology for different engine failure cases in recent times

ü  The message will also have to include different safety measures taken by Qantas for avoiding such incidents

ü  Thereafter, the message will have to focus on illustrating the objective of conducting Twitter competition #QantasLuxury

ü  The message will conclude with the appropriate illustration of Qantas mission and vision statement

5.Desired Outcome

Qantas is expected to reduce the dissatisfaction and anger level of people to certain extent. It will induce people to assume that the case of engine failure is just an accident and will not be repeated in future.

6.Medium

Social Media, Television and Publications

7.Materials

The message will be provided with a written intimation duly signed by the CEO and Boards of Directors

8.Frequency

The message will be send once. However, Qantas management needs to answer of all the questions of people afterwards.

 

References:

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Dahnil, M. I., Marzuki, K. M., Langgat, J., & Fabeil, N. F. (2014). Factors influencing SMEs adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-126.

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.

Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.

Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66.

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