Table of contents
2.0 Defining Social Media4
3.0 Analysis on different social media platforms4
4.0 Best practices recommendations7
4.1 ‘Facebook’ as best social media7
4.2 Rationale and problem avoidance of ‘Facebook’8
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 social media
A common definition of social media is the online technological or practical access for users to share feelings, knowledge, experiences and perspectives. This concept was supported by Rheingold (1993) who also defined social media as a relationship Cyberspace. In a business perspective, the popularity of social media can facilitate marketing promotion through several ways such as advertising and publicity (Hanna, Rohm, & Crittenden, 2011). Furthermore, it can also impact on consumer behavior since people could get other’s experience about post-purchase feedback such as satisfaction level or product availability (Mangold & Faulds, 2009). Social media, along with its timely and low-cost characteristics (Kaplan & Haenlein, 2010), has been an effective way for integrating different like-minded people, and a connecting way for different industries (Laroche et al 2012, p.1761). Therefore, social media tend to be a higher efficient way for industries or organizations to take advantages of its online access in order to develop better online environment and expand business scope (Kaplan & Haenlein, 2010). In comparison to other media and television, social media does not need to create ‘drama’ to involve audience attention and provoke participation. Communicators using these media do not need to run after the rating-focused news editors or media leaders who chase for money. In social media, the target audiences do not only gets involved in conversations around different brands and products, they also empowered by social media to collect the output of Public Relations activities and reproduce message for their own and influence outcomes (Quinn-Allan 2010, p.43). 2. Analysis on different social media platforms
Integrate Facebook into PR strategies might be a feasible way for its popularity. Data from PR newswire (Skerik, 2012) demonstrated that there are more than 800 million of users, and more than half of them log on...