Discuss About The Social Media Usage Organizational Performance.
Qantas organization tried to use the Twitter contest to change the customer perception on the airline but it showed a great setback on the use of social media. From the case, it was clear that people were meant to post to positive experiences with the airline but it turned that thousands of people were sharing their negative experiences which painted a bad image for the firm. The main reason that led to such turn out may have resulted from lack of close monitoring, lack of clear specifications on the intention of the project, use a social media platform that spread the information faster and poor planning of the management (Araujo, Neijens & Vliegenthart, 2017, p. 500). From the reasons attributed to the failure the contest, it gives recommendations for the future plan that can be adopted by the Airline (Araujo, Neijens & Vliegenthart 2017, p. 500).
Enhancing monitoring of information in the social media is very crucial to ensure that customer complaints are listened to and actions taken (Tuten & Solomon, 2017, p.4). In the case of Qantas Airline, it was a good strategy to use Twitter which would have spread the positive information about the firm and build a better image. But on the contrary, since there was no monitoring of the information from the customers they were not sure of what was going on. They could have noticed such problems early enough and determine the course of action to take before the negative information about the firm was widespread across the nations. They thanked people with messages such as "some creative tweets out there. Keep the entries coming" (Ivey 2012, p.1), regardless the type of the message. From the company's reply, it would have acted as a provocation for more people to continue tweeting their disappointment with Qantas Airline while others would have commented what they heard not really what they had ever experienced. The platform was purposely meant for those who had better experiences or a luxurious experience with Qantas flights which would have been communicated clearly by those responsible for monitoring the project.
The second recommendation is to outline clearly those to participate in the Contest (Serrat, 2017, n.p). The main intention was to communicate that they offer luxurious experience to their customers. So, those with complaints would have been directed to contact the management using a different platform or use of customer care services to give each group a room to complement or to complain (Dijkmans, Kerkhof & Beukeboom, 2015, p. 58). Despite the fact that the airline has suffered a series of problems like strikes, the explosion of engines and others, the intention of the Twitter project was to show that there were people who experienced better services and fun with the company’s flights.
From the reasons that could have resulted in the hijacking of the Twitter Contest with negative comments, the management should consider another platform like Facebook to channel the complaints. Use of Twitter was fast to spread the information and it would have been hard to monitor all the messages from the people. So in future, the management should consider a platform like Facebook that can be monitored or provide a complaining platform.
Factors to Consider When Using Social Media
From the analysis and the past problem faced by Qantas, the three major factors to consider in use of social media include identification of the goal, determining the audience, and determining the organization social media approach. Identification of the goals of using social media is crucial and important in this process (Ainin et al., p.575). In most cases it can be used since it can help spread information fast when creating brand awareness, creating a better image for a business or convincing customers. So for that reason, the goals should be clear on what the organization wants to achieve (Parveen, Jaafar and Ainin, 2015, p. 70). In our case, Qantas main intention is to create a favourable perception to the customers and show its revival from the previous problems it had experienced. Also the need to create a better image as well as convince customers to use the airline and experience what others do is the main goal.
The second factor that should be considered is the audience to whom the message is sent. All social media messages are targeted to a group of people as well as Twitter (Parveen, Jaafar and Ainin, 2015, p. 71). Lack of proper targeting or being insensitive to the customer can lead to great controversy. Most of the companies do not consider what the message would appear on the customers or clear enough as intended to avoid misinterpretation. For Qantas, the message was targeted on those who had a positive experience but the Twitter Users misinterpreted it as a way to pass their disappointments and grievances to the organization on various issues.
The third factor to consider is the social media approach the organization can use. There are four main approaches that can be considered in the use of social media in organizations which include predictive approach, creative, social media champion, and social media transformer (Rodgers and Thorson, 2018, n.p). Predictive approach holds that certain departments should use the social media to interact with external customers for easy monitoring. Creative approach use experiments with social media to get to their goals. Social media champion select a team to be in charge while the rest of the employees concentrate on their departmental duties. Lastly, social media transformer is effective when launching large projects that involve a lot of departments and stakeholders. From Qantas case, it would be effective to consider predictive or social media champion approach to help in monitoring the Tweets.
Course of Action
Timing: The third quarter of this year the message should be communicated so that the actions to be taken can be funded using the second quarter profits.
Audience: The audience of the course of action will be the customers and in particular those who have used the Qantas Airline services before.
Sender: The marketing department.
Key Message: Consider developing two separate interactive platform to share luxurious experiences and the other one to share disappointments and complains.
Desired Outcome: The main intention is to ensure that every channel is used for the right purpose.
Medium: Social Media.
Materials: It is right to leave the behavior of ignoring those with complaints and try to win them back as customers.
Frequency: The message should be sent every quarter to ensure that when the company is doing its quarterly financial report they report on the customers' satisfaction each period.
Ainin, S., Parveen, F., Moghavvemi, S., Jaafar, N.I. and Mohd Shuib, N.L., 2015. Factors influencing the use of social media by SMEs and its performance outcomes. Industrial Management & Data Systems, 115(3), pp.570-588.
Araujo, T., Neijens, P. and Vliegenthart, R., 2017. Getting the word out on Twitter: The role of influentials, information brokers and strong ties in building word-of-mouth for brands. International Journal of Advertising, 36(3), pp.496-513.
Dijkmans, C., Kerkhof, P. and Beukeboom, C.J., 2015. A stage to engage: Social media use and corporate reputation. Tourism Management, 47, pp.58-67.
Parveen, F., Jaafar, N.I. and Ainin, S., 2015. Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), pp.67-78.
Rodgers, S. and Thorson, E., 2018. Special Issue Introduction: Digital Engagement with Advertising.
Serrat, O., 2017. Social network analysis. In Knowledge solutions (pp. 39-43). Springer, Singapore.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.