SOCIAL MEDIA MARKETING OF FLIGHT CENTRE.

Social Media Marketing Report Task Description Assessment 3 requires you to write a social media marketing report of 1600 words maximum. For the following organisation: Flight Centre https://www.flightcentre.com.au/ Your task in Assessment 3 is to write a social media marketing report for the senior management of your chosen organisation. You will need to address the following in your report: Give a brief summary of your chosen organisation's current product offerings and its competitive position in the relevant industry; Use the four steps model for developing a social media marketing strategy as the basis for researching and analysing your organisation's use of social media. This will help to summarise your chosen organisation’s history with and current use of social media; List and explain which social media platforms (e.g. Facebook, YouTube, Instagram, Twitter etc.) are being used by your chosen organisation and assess the overall use of and effectiveness of each of these pl

Running head: SOCIAL MEDIA MARKETING OF FLIGHT CENTRE
Social Media Marketing of Flight Centre
Name of the student
Name of the University
Author note

1SOCIAL MEDIA MARKETING OF FLIGHT CENTRE
Introduction
Social media marketing refers to usage of the social media platforms along with the
websites that helps in the promotion of the products or the services. The social media
platforms have the data analytical tools that helps the companies in tracking progress along
with the success of the advertising campaigns. The companies can address large number of
stakeholders with the help of social media marketing that includes the customers along with
the employees. Social media marketing helps in managing the marketing campaign and it
helps in establishing the social media culture of a company. Flight Centre offers cheap
flights, cruises, tours along with the packages for the people (Flightcentre.com.au., 2019).
The company offers wide range of choices along with the customer care support that acts to
the convenience of the Australians. This report throws light on the product offerings of Flight
Centre and the competitive position of the company within the industry. The report also
discusses about the four steps model that has helped in the development of the social media
marketing strategy for Flight Centre. The report also talks about the social media platforms
that are used by Flight Centre. The report also talks about the social media strategies that can
be implemented by the company that can help in enhancing the social media marketing
efforts of the company.
Product offerings and competitive position of Flight Centre
Flight Centre offers cheap international flights along with multi-city world flight that
caters to the need of the customers of the present age. The company offers the domestic
flights along with the expert flight advice that helps in serving the people. The product
offerings of the company are the Australian hotels along with the international hotels that
adds to the benefit of the people. The company offers the Australian packages, international
packages along with various kinds of holiday packages which makes the company popular
among the people. The company also offers cruise destinations along with the cruise experts
that provides the people with relaxation (Chang, Yu & Lu, 2015). The company also offers
the facility of the rail passes along with the car hiring that has provided the company with a
competitive edge over the other companies in the market.
Flight Centre has the competitive edge on account of the fact that the company has
1300 stores across the world in various countries like Australia, New Zealand, South Africa,
Canada along with United States. The company has been able to make a mark in the arena of
online travel space that has succeeded in maintaining the identity of the company. Flight

2SOCIAL MEDIA MARKETING OF FLIGHT CENTRE
Centre has been able to rise ahead of the competitors as it has been able to appear across the
customer touchpoints. The company offers products at a low cost that helps in sending a
friendly message to the customers. The company sends the message of the trust along with
the brand loyalty that has provided the company with competitive position in market. The
marketing strategy of the company uses various kinds of media platforms along with the
channels that has provided a unique position to the company (Felix, Rauschnabel & Hinsch,
2017). The company has taken recourse to digital displays along with networked digital
screens that has been able to create a distinct position for the company. The products along
with the offerings of the company are in the state of the flux and the company ensures that the
changes in the product offerings are communicated to the consumers at the right time that has
helped in providing a unique position to the company.
Social media marketing strategy of Flight Centre
There are four steps in relation to the successful marketing plan- discovery, strategy,
implementation along with the measurement. The process of the marketing helps a company
in assessing what is going on in the marketplace. It helps in analysing the competition that
helps in devising the successful marketing strategy of a company. The strategy of a company
can help it to make the marketing plans that can ensure the success of a company. The
process of the implementation can help in putting the cost-effective marketing campaign into
that of the action. The process of the measurement helps in looking at results of campaign
that can help in refining the strategies of the company (Lamberton & Stephen, 2016). The
discovery stage helped Flight Centre in understanding that the social media platforms are
used by the other companies that helps in making the other companies popular in the market.
Flight Centre makes use of the social media platform of Face Book, You tube along with
Twitter that has helped in making the company popular among the people. Face Book is used
by the company that helps in communicating about the various kinds of the product offerings
in front of the customer (Saura, Palos-Sánchez & Cerdá Suárez, 2017). The best prices that
are offered by the company on the flights along with the airfares are revealed to the people
with the help of the platform of Face Book that helps the people in taking the advantage of
the best offers (Godey et al., 2016). Face Book also helps in revealing the vacation packages
along with the holiday deals of Flight Centre that proves to be profitable for the company.
The fantastic deals on that of the domestic hotels are brought out to the people by taking
recourse to Face Book. Flight Centre makes use of Twitter that has helped the company in the

3SOCIAL MEDIA MARKETING OF FLIGHT CENTRE
arena of customer acquisition. It helps the company in prospecting for the leads that helps in
engaging the customers (Stephen, 2016).
Social media platforms used by Flight Centre
The social media platforms that are used by Flight Centre are Face Book, Youtube
along with the Twitter. The videos that are displayed on Face Book can help the company in
reaching out to a mass audience. You tube helps the consumers in getting abundant
information about the flight deals and the holiday packages of the company that serves the
customers of present age. The video content proves to be emotionally stimulating and it helps
in boosting the brand awareness of Flight Centre. The popular destinations along with the
travel ideas are communicated to the consumers with the help of Face Book that adds to the
profit of the company. Flight Centre makes the Face Book posts that helps in the creation of
engagement. The photos are uploaded by the company on Face book that helps in attracting a
large number of people. The company also interacts with the consumers with the help of
comments that helps Flight Centre in drawing a large number of people (Ramanathan,
Subramanian & Parrott, 2017). Face Book also helps in the promotion of various kinds of
offers of Flight Centre that has greatly helped in promoting the company. Twitter helps Flight
Centre in carrying out the market research that helps them in creating the offers on the basis
of choice of the customer. Twitter helps Flight Centre in getting quick and the valuable
insight from that of the desired core audience (Kannan, 2017). The effectiveness of the video
campaigns of Flight Centre on You tube can be measured with the help of the engagement
reports of the company. The assessment of the efficacy of the social media platform of the
company can be gauged on the basis of the likes along with the dislikes in relation to the
videos (Wang & Kim, 2017). The measurement of the effectiveness of Face Book marketing
campaigns can be understood by the help of impressions along with the click through rate.
The success of the company can be measured on Twitter by tracking the basic statistics.
There are various kinds of programs like Klout can be used by the company that can help in
gauging the effectiveness of marketing campaigns of Flight Centre.
Conclusion and Recommendations
Social media marketing is indicative of use of social media platforms that promotes
products and services of a company. Social media platforms is equipped with the data
analytical tools that tracks progress of advertising campaigns of company. Flight Centre is
instrumental in offering the domestic along with the international flights that helps in serving

4SOCIAL MEDIA MARKETING OF FLIGHT CENTRE
demand of customers. Social media platforms that are taken recourse to by the company are
Twitter, You Tube and that of Face Book. The Face Book videos proves to be helpful for
company in getting the attention of a large number of people. You tube proves to be helpful
for customers in gathering a large amount of information in relation to the flight deals along
with that of holiday packages. The success of the marketing campaigns of the organization
can be measured by the help of engagement reports. The number of the likes along with the
dislikes can help in understanding whether the marketing campaigns of the company have
been successful.
It can be recommended that Flight Centre can post the updates at the regular intervals
on Face Book that can help in the marketing success of the company. It can help in keeping
the audience engaged that can increase the profits of the company. The targeting tools can be
used over Face Book that can help in the segmentation of the organic posts on the basis of
age, gender along with the education. Flight Centre can take recourse to the mobile marketing
opportunities that can augment the chances of success of the company. The mobile app of
Flight Centre should be user friendly that can help in the marketing of the company. The
company can make use of App development technology that can help in the creation of user
friendly app that can help in increasing the popularity of company.

5SOCIAL MEDIA MARKETING OF FLIGHT CENTRE
References
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4),
777-782.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Flightcentre.com.au. (2019). Cheap Flights, Hotels, Tours, Cruises and Holidays - Flight
Centre. Retrieved from https://www.flightcentre.com.au/
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R.
(2016). Social media marketing efforts of luxury brands: Influence on brand equity
and consumer behavior. Journal of business research, 69(12), 5833-5841.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), 146-172.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail
network operations and marketing to enhance customer satisfaction. International
Journal of Operations & Production Management, 37(1), 105-123.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), 76.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Wang, Z., & Kim, H. G. (2017). Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective. Journal of
Interactive Marketing, 39, 15-26.

6SOCIAL MEDIA MARKETING OF FLIGHT CENTRE