Causes of Social Media Failure
Added on 2021-05-30
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Qantas airline, Inc. 420 Australia October 5, 2018To: Alan Joyce, company CEOFrom: Communication departmentSubject: Issues causing social media failureIntroductionSocial media use contributes to almost 80% of success of the business. Effective use of the platform results to creation of good company image. However, the organization has not set upwell the social media platform and how it should be used effectively. The report therefore discusses the main causes of social media failure and strategies to be implemented to avoid such failures.Social Media failureSocial media sometimes may fail and create a bad image about an organization due to variousissues that occurs by mistake or accidentally. Since it is an internet based platform used widely by the whole world. The issues mostly affect organizations negatively once they arise because the information always spread very fast and is accessed by many people. Qantas have experienced various social media failure which has created a bad image all over
Australia and the neighbouring countries. The Airline Company first experienced social media failure when they launched a public contest on the company twitter platform that offered the participants a chance to win one of the 50 pair Qantas pyjama suits and luxury amenity kit. The participants were supposed to use the hash tag #QantasLuxury so as to describe their dream experience of how luxurious the Qantas flight service is. Instead of the participant giving positive comments of the airline services, they ended up twitting about their complaints for the previous bad service they experienced from the airline services(McMillen & Alter 2017). This led to creation of bad image of the company as many people who dint know about the airline shortcomings got to know about it from the tweets. The controversial photographs that were shared through Qantas social media platform also went viral. Many people were able to see them and send bad comments about the photographs before it could be corrected, most people had already access the photos and developed negative perception towards the organization. The comments send in response to what was tweeted clearly show that the communication management of the organization was completely poor and personnel in charge were not keen with whatever they communicate about. This as well created a bad image for the organization.Strategies that prevents social media failureVarious strategies that has to be put in place to avoid social media failure or issues as observed in Qantas includes; ensure that the content or information supposed to be posted in social media platform have been thoroughly checked and should not display a negative thought to people who will access the platform. The security of the social media platform should also be strictly protected by use of strong password to protect the information posted from being accessed by attackers and hackers. The organization management should also takethe initiative of properly training the employees about social media and how to use it appropriately. The employees should also be provided with proper guidelines of using social
media and handling issues that arise from the use of social media. The organization should not take advantage of crisis that occurs to put an agenda on the same platform, since this will give complainants a great chance to get back and it will probably not be in a good way. Mistake made should also be corrected immediately and by use of polite language to avoid trolls, this is because, fans who were wronged before always wait for such chances where mistake is made to respond with wrong messages and make fan of every post. (Jensen 2015)Main problem faced by QantasThe main problems faced by Qantas include; engine failure on 30th August 2010 that resulted in an explosion. The same was experienced from three other different aircrafts that was taking over from Australia to Singapore, this forced the pilots to take a turn back which inconvenienced most of the passengers especially those who had emergency to settle. The second problem faced was failed publicity stunt. This occurred when the company launched acompetition for participants to win tickets to watch the Rugby game. Participants were supposed to tell Qantas how they will show their support for Wallabies of Australian Rugby union via twitter. The winners selected were identified to have shared controversial photographs that most people find it not right to be shared on social media. That created another major problem.Issues that caused social media failure in QantasThe main issues that caused social media failure in Qantas first of all were lack of proper display of information. The management of communication was generally poor. The personnel involved in sharing information were not very keen in whatever was being posted. For example, a thank you message was seen to have been posted in a platform where participants were posting negative comments and making fan of the issue posted. Another issue was poor security of the social media platform. The organization could have made it
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