Social Media Monitoring and Brand Management: A Case Study of Air New Zealand's Digital Marketing Strategy
Overview
This paper analyzes Air New Zealand's social media presence and monitoring practices across Facebook, Twitter, and Instagram platforms during a six-day period in May 2020. The study examines how the airline company utilized social media to communicate operational changes due to COVID-19 and assess customer engagement, demonstrating the importance of regular updates and responsive community management in maintaining brand reputation.
What this case study covers
- Executive summary discussing the role of social media in organizational marketing and Air New Zealand's performance
- Introduction defining media monitoring and its organizational importance with context on Air New Zealand's services
- Facebook analysis covering follower count, posting frequency, and customer engagement metrics from May 13-18, 2020
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Assignment
Name
Institution
Social Media Monitoring Report: Air New Zealand
Executive summary
Social media is an essential tool in marketing an organization. Appropriately using social media will lead to increased demand for services provided by a company. The opposite is also exact that if social media is not utilized, then the brand image of a company might be affected negatively. Air New Zealand has experienced the impact of social media on both the positive side and the negative too. Monitoring social media activities brings out the exact picture of how the company is doing.
Air New Zealand company has used its social media accounts in the right way. Different updates are published almost daily with concerns raised by clients in the comment section being addressed. The comment sections also contain more accurate information than the negative ones meaning that the airline company is doing well. Facebook and Twitter accounts have been the most active so far for Air New Zealand while Instagram remains dormant since June 2019. Regular updates on social media platforms ensure the brand image remain familiar in the face of clients and potential clients as well. Whenever there are negative comments, replying them is the best thing to do.
Introduction
Media monitoring involves critically following editorial content of different media sources through reading, listening or watching. The purpose of monitoring these media content is to identify and analyze it. Almost every organization has a social media account with Twitter, Facebook, Instagram, among others to keep the public updated on the organization’s development.