We have all seen what can happen when a video, post or a message goes viral on social media. Reputations can be enhanced or ruined, firms can strike it rich or go bankrupt, and customers can be won or lost. It takes a few seconds to create a sensation, whether positive or negative. It takes one irate customer to create a serious problem for a brand. At the same time, it takes one satisfied customer to build a brand.
Currently, many firms realize that social media can do more than just create brand awareness and drive more users to a website. Firms grasp how social media can be used to attract, interact, manage, and enhance relationships with new customers. Through this process, companies build and maintain life-long customers.
Requirements
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Access and read the case study titled Delta Assist located at the library.stukent.com website. The case is found in the dropdown menu in the upper left hand side of the course where you access your textbook.
- Prepare a report, three to four pages in length, covering the points below. As in any professional report, you must justify your responses, decisions and conclusions. You should use at least two resources to support your decisions and conclusions.
- Summarize the subject and issues in this case.
- Explain why customers were using social media to describe their experiences with the airlines.
- Thoroughly outline and describe the steps Delta took to address the issues.
- What were the outcomes of these steps? In your analysis, was Delta successful?
- As a takeaway from this case, how should Delta leverage social media to deal with future customer issues? Be specific.
- What are the advantages and disadvantages of using social media for CRM verses using the traditional approaches?
- As the marketing manager, what steps would you first take and what protocols would you put into place to implement a social media CRM plan?
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