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Corporate response to CRISIS situations
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Introduction This report will consider the social media usage of two airlines: Qantas and Regional Express. This will include target audience, tactics, influence and mentions, content, tone, and crisis response. The report will show that Qantas has an effective and cohesive social media strategy. In contrast, considering its footprint in regional markets, Regional Express’ social media usage appears ad hoc, inconsistent, and inadequate. In a crisis scenario, both organisations need to improve their responses through social media channels. Recommendations for strategies to improve social media execution will also be discussed. Target Audience • Qantas markets itself as a premium brand ‘targeted at business and premium leisure customers who value the full service …show more content…
• In 2011, Qantas grounded its entire fleet in response to ongoing industrial disputes, stranding customers both domestically and worldwide (ABC 2011). In the days after, Qantas was criticised for its corporate, impersonal and ‘wooden’ social media announcements and responses that were perceived to lack empathy (Moses 2011). Social media analytics showed Qantas had received over 37,000 negative social media mentions, resulting in the company changing tact by personalising their responses through Twitter and using more emotional appeals (Burrowes 2017). • In March 2017, a Regional Express flight to Sydney was forced to make an emergency landing after one of its propellers detached mid-flight (Sturmer 2017). Furthermore, a further five planes were grounded after subsequent investigations (Coote 2017). The company’s response over social media was minimal – three impassive updates were tweeted linking back to media releases from 19 to 22 March (Regional Express
Established in 1920, Qantas is the world's 11th largest airline and the 2nd oldest. It was founded in the Queensland outback as the Queensland and Northern territory Aerial Service (QANTAS) Limited, by pioneer aviators Hudson Fysh, Paul McGinness and Fergus McMaster. Qantas was a former government owned business; it did not view profits or efficiency as its prime goal. In 1993 a 25% stake was sold to British Airways. Qantas was privatised in 1995 and has had to adopt management practices to overcome both internal and external influences and had to change its narrow-minded culture. Although Qantas is primarily a passenger airline, air freight is also an integral part of its core business. Other Qantas operations include catering, tourism and E-commerce devoted to transport and air travel.
The environmental dimension, which refers to the natural environment leading to a cleaner environment, environment stewardship, environmental concern in business.
Companies are interacting with people through the use of social media due to its low cost and the number of people they can send their message to, especially if it is an advertisement on a product they want to sell. Because of the rising tide of social media and the necessity it is for companies to use it as a major tool today, it can be catastrophic if misused. This is why companies need ringmasters to manage the social media activity. One company in particular that has suffered from a catastrophe on social media is Qantas Airlines. A major airline company that had their promising plans backfire because of a concept called, Hashtag Hijacking. Ringmasters and Hashtag Hijacking correlate with each other because hashtag hijacking can be avoided
In recent years, the realms of marketing and public relations have changed. Branding has become an increasingly important tool for businesses. As described in Kleppner’s Advertising Procedure, attributes of a successful brand include recognition, differentiation, imagery, and the ability to link all brand communications to that brand (Lane, King, Russell, & Kleppner, 2005 p. 639). In 2016, branding also means having a strong presence on social media. Lisa Ostrowercha describes social media as another way “… for your brand to share its personality with the masses” (Ostrowercha, 2016).
Over the course of four months Malaysia Airlines has suffered from two of the biggest air disasters in history (Mintz, 2014). The first was the disappearance of Malaysian Airlines Flight 370 on its journey from Kuala Lumpur to Beijing with 239 people on board (Mintz, 2014). And the second incident was when Malaysia Airlines Flight MH17 was shot down in eastern Ukraine killing all 298 people on board (Bora, 2014). The fact that the organization had not only one, but two air disasters in itself is the main exigence for the organization. The organizations audiences are the customers and employees that need to be reassured of the airlines safety, and the family members of those who died (Hoffman & Ford, 2010). Malaysia Airlines faced numerous constraints. One of the biggest constraints that Malaysia Airlines had to deal with was uncertainty because they had no physical evidence to work with from MH Flight 370. This coupled with the relentless rhetoric being spun by the media and the fact the organization didn’t have any strategies in place to deal with the situation doomed Malaysia Airlines from the start. These exigencies, audience, and constraints combined to form a rhetorical
Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
Effective communication in an organization is one of the components of its success. Managers are charged with navigating communication obstacles while making every effort to harness its benefits. This onus placed on managers is compounded by organizational advancements and the application of new technologies. One relatively new organizational technology being applied is the use of social media. Social media creates communication issues yet conversely alleviates specific communication barriers by playing several roles within organizations today.
If you asked 10 followers on Twitter if they prefer Coke or Pepsi 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca- Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project. This paper will discuss and identify the effects of social media, and what will make social media better by research on best practices.
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...