Best Social Media Practices for Tiger Airways Australia
Social Media Best Practices Report for Tiger Airways
Table of contents
1.0 Introduction 3
2.0 Defining Social Media 4
3.0 Analysis on different social media platforms 4 3.1 Facebook 5 3.2 Twitter 5 3.3 YouTube 6
4.0 Best practices recommendations 7 4.1 ‘Facebook’ as best social media 7 4.2 Rationale and problem avoidance of ‘Facebook’ 8 5.0 Conclusion 9
References 10
1. Introduction
As a relatively new entrant in Australia’s airline industry, Tiger Airways is a Singapore based low-cost airline, offering great deals on domestic flights within Australia as well as International flights to South-East Asia and Asia Pacific regions (Tiger Airways Australia, 2013). The primary objectives of Tiger Airways in the Australian market are gaining brand awareness and striving for brand trust. However, it is noteworthy that Tiger Airways Australia is currently inactive in social media activities having only 11,065 fans and 7,195 followers in Facebook and Twitter.
Social media can build approaches for organizations that are looking for brand building (Kaplan & Haenlein 2010, p.60). Taking advantages of the capacity of social media, it can create access for organizations to interact with customers, learn customer’s perspective on certain service offering (Jin et al., 2009), also allow customers to share and see each others’ using experience (Muniz & Schau, 2005). Furthermore, social media is a low-cost and high-efficiency communication platform can be used for supporting and facilitating brand building (Kaplan & Haenlein, 2010).
This report will firstly define the concept of social media, and reveal both advantages and disadvantages of 3 typical social media platforms (Facebook, Twitter & YouTube) in a PR perspective. Based on the analysis of each social media practice, we will identify the best one that tailoring to Tiger Airways, demonstrate the key success factors and possible mistakes to avoid.
1. Defining
Table of contents
1.0 Introduction 3
2.0 Defining Social Media 4
3.0 Analysis on different social media platforms 4 3.1 Facebook 5 3.2 Twitter 5 3.3 YouTube 6
4.0 Best practices recommendations 7 4.1 ‘Facebook’ as best social media 7 4.2 Rationale and problem avoidance of ‘Facebook’ 8 5.0 Conclusion 9
References 10
1. Introduction
As a relatively new entrant in Australia’s airline industry, Tiger Airways is a Singapore based low-cost airline, offering great deals on domestic flights within Australia as well as International flights to South-East Asia and Asia Pacific regions (Tiger Airways Australia, 2013). The primary objectives of Tiger Airways in the Australian market are gaining brand awareness and striving for brand trust. However, it is noteworthy that Tiger Airways Australia is currently inactive in social media activities having only 11,065 fans and 7,195 followers in Facebook and Twitter.
Social media can build approaches for organizations that are looking for brand building (Kaplan & Haenlein 2010, p.60). Taking advantages of the capacity of social media, it can create access for organizations to interact with customers, learn customer’s perspective on certain service offering (Jin et al., 2009), also allow customers to share and see each others’ using experience (Muniz & Schau, 2005). Furthermore, social media is a low-cost and high-efficiency communication platform can be used for supporting and facilitating brand building (Kaplan & Haenlein, 2010).
This report will firstly define the concept of social media, and reveal both advantages and disadvantages of 3 typical social media platforms (Facebook, Twitter & YouTube) in a PR perspective. Based on the analysis of each social media practice, we will identify the best one that tailoring to Tiger Airways, demonstrate the key success factors and possible mistakes to avoid.
1. Defining
References: 7. Hanna, R, Rohm, A, Crittenden, V L, 2011. ‘We’re all connected: The power of the social media ecosystem’. Business Horizons, Vol. 5, No.4, pp. 265–273. 8 9. Jin, X L, Cheung, C M K, Lee, M K O, Chen, H P, 2009. ‘How to keep members using the information in a computer-supported social network’. Computers in Human Behavior, Vol.2, No.5, pp. 1172–1181. 10. Kaplan, A M & Haenlein M, 2010. ‘Users of the world, unite! The challenges and opportunities of social media’. Business Horizons, Vol.5, No.3, pp. 59–68. 13. Muniz, A & Schau, H J, 2005. ‘Religiosity in the abandoned Apple Newton brand community’. Journal of Consumer Research, Vol.3, No.1, pp. 737–747. 14. Mangold, W J & Faulds, D J, 2009. ‘Social media: The new hybrid element of the promotion mix’. Business Horizons, Vol.5, No.2, pp. 357–365.