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Management Communication assignment : Qantas

   

Added on  2021-05-30

7 Pages1523 Words48 Views
Student’s Last Name 1Management CommunicationBy (Name)CourseProfessorUniversityDate

Student’s Last Name 2To: Qantas ManagementFrom: Olivia WirthSubject: Revisiting the 2011 Twitter NosediveCase SummaryIt was on 23rd November 2011, when Qantas Airline decided to offer a promotion via Twitter. Unfortunately, their efforts turned disastrous as social media users took that chance to troll the company for recent failures (Bowdon, 2014 p.108). The promotional tag, according to the official Twitter account of the company, asked users the following question; “What is your dream luxury inflight experience? (Be creative!) Answer must include #QantasLuxury."Strategies to restore a positive brand perceptionThere are various actions that can be taken restore the positive brand perception. Qantas should start the recovery process by acknowledging that the social media disaster was not addressed appropriately. Notably, the company was somewhat reluctant in dealing with the disaster. In face of such a situation, Qantas should have started by looking at the comments madeon their Twitter page and inform the public that the issues of concern were being addressed. Second, the company should have taken full responsibility for their mistakes as this approach hasbeen proven to work in multiple social media disasters (Pfeffer, Zorbach, and Carley, 2014 p.120). Third, the company should have continually let the people know that their issues would be solved in the shortest time possible. To let the people know that the company was doing its best to address the issue, Qantas should have, for instance, compensated the victims of the flight grounding by offering them tickets at a discounted price or giving a monetary compensation.

Student’s Last Name 3Qantas should, perhaps, be more thorough about examining comments, concerns, or feedback on its social media platforms, and at the same time, incorporate managerial strategies in cases wherepossible disasters are detected. Of course, there are various solutions to disasters relating to social media. Such solutions are tailored to restore the damaged brand image and attract even more customers.The Executive of Government and Corporate Affairs at Qantas (Olivia Wirth), should start the recovery journey by acknowledging that the company indeed failed its customers and proceed by asking for a public apology. After that, the company should channel some of its resources to hiring an expert in PR so that the social media account can be monitored from time to time and also to ensure that possible threats are eliminated before they cause considerable damages. In addition to that, multiple studies have suggested that one of the best methods for a company to restore its tarnished image is by taking advantage of every chance available to give back to the society (Wan, Koh, Ong, and Pang, 2015 p. 84). In fact, this is one of the best methods to make the public forget about the disaster. From time to time, a significant number of families are affected by natural disasters such as floods and earthquakes. Such occurrences present Qantas with an ample chance to restore its image by, for instance, giving food and beddings to the affected families. Factors to consider when using social mediaSocial media is one of the most effective, convenient, and cheap marketing tool. Multiplecompanies can attribute their success to social media. Notwithstanding, companies should note that social media possesses the power to build and destroy. It is hence inevitable for companies to show a high degree of vigilance especially when it comes to use of social media. Qantas

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