The Ology of Sharing in WestJet Airlines

Speaking of dynamism and the corporate world has become totally necessary and equally coeval. In today’s environment, many businesses and organizations are embracing and seriously considering social media and mobile application technology. Many individuals regard mobile and social media platforms and technologies as solely promotional tools. Brand loyalty and the development of a true and authentic community spirit are critical features that are conceptualized under the consultative influence of social media and mobile information sharing platforms. Brand loyalty is an unspoken but critical connotation that many businesses enjoy. Nevertheless, it will be evident from the following critique piece that it has not been a walk in the park for each organization to perform by using advertisement facilities. The paper is based on Bryan Kramer elaborative work “Shareology”. From its content, it is evident that a certain group of companies and business organizations have prevailed and reaped big from the realm, while others lives can be defined by serious struggles and drudges. Kramer (2015) has spent plenty of his time exploring and outlining several determinant factors, which improve and escalate an organization’s effectiveness to pertain social media outreach. It entails social listening and value delivery, which provide a voice of sensory experience together with tone timing. Other elements include the role of an influencer in connections and conversations creation helping significantly rather than selling. The following is a comprehensive critique attached to social media and its role in assisting the WestJet Company to stamp its presence and consistency as a for-profit company under the influence of Shareology (Kramer, 2015)

Critique Body

Factors Boosting the Effectiveness of WestJet’s Social Media Outreach

From the arguments raised by Kramer, the WestJet Company has been regarded to be one of the superior and luxurious travel brands in thoughts and plans of millions of people around the universe. It has strived to come up with policies and strategies, which would shape and maintain attention and positive focus towards its products for a productive and effective sharing and dissipation of marketing information. Bearing in mind the idea that quite a humungous part of travel packages and airline services consumers utilizes social media and its relevant platforms in order to have awareness of product recommendations and discover new products and service definitions brands. The Airways Company has timely noticed the relevance and value of comprehending what manipulates and drives the ever widening and positively swelling potential market population and audience. (Robertson, 2014)

Social Listening and Value Delivery

The key role of social media is something, which the airline cannot afford to be ignored at whatever cost. People are strategically and wholesomely placed to access effective communication on the feelings, emotional attributes towards the airway brand and the frequency of its mentioning in platforms of discussions and sharing. The WestJet strategy of social media advertisement and marketing differently referred to be a system of online networking advertisement rigorously and meticulously capacitates the WestJet to strengthen and broaden market reliability acknowledgement and enhancement. Stages of online networking for example web journals, youtube pages, or twitter lifts WestJet’s notoriety, flaking opprobrium, brand acknowledgement, and validity. The displaying of online networking is essential for the WestJet as fundamentally and concretely based stages of social networking is poised to influence the state of emotions and minds for clients and service consumers. However, the usage of online networking for advertisement is sometimes regarded to be dangerous for the company, since negative occasions and travel programs can be wrongly interpreted to hurt and spoilt the WestJet’s image and public stand notoriety. (O’Connell & Williams, 2011). Social listening is a factor, which the company can use to harmonize its policies with what the market needs.

Voice and Tone Timing

The WestJet has been locked in victorious battles pertaining the global airline business, which has elevated the struggle for dominance in the fight for the universe skies. Airway transport is all about convenience, speed, and hitting targets. Through media applications and social platforms, the company’s voice and tone elements have reached unbelievable and extraordinary limits and challenger levels. Its voice in the global market has enormously shaken the global airline business sector by reacting and implementing reforms in flying costs and ticketing terms of airway business. It has successfully launched a campaign, which has branded its fares as low as 55% of the competitors. It has been a notable and almost tangible evidence of the magnitude of voicing ability owned by the WestJet Airline. According to Bryan’s business statistics, social media has helped this Airline surpass its business and strategic targets through records of mouthwatering revenue records in the late 90s. The success has set a remarkable tone of its own, which has been and is still envied by other airlines all over the world (Ahmed, 2013)

Creation of Conversations and Connections

From the perceptions of Bryan Kramer (2015), social media marketing engulfs the ability of any business to create and sustain conversations and connections. The WestJet’s life as a giant airline has set in America and all over the world. It has been through social media that the Airline has taken its revolutionary step of connectivity and established its territory as one of the most regarded and cherished company for air transport. (Malthouse et.al, 2013) Through social media and communication platforms, the WestJet has made the most remarkable connection and information-sharing step. Every piece of information and development in the world of air business is effectively and always available in the website pages, proudly and efficiently managed by a skillful team of experts. In the current world’s social media age, Kramer (2015) has claimed that transformative and ideological strategies of success go hand in hand with the development and upgrading of social media and information sharing networks. Sustainable connectivity and communication strategies have placed the WestJet among the elite and repeatable airlines in the Simplifying Awards category. Hence, it is cultivated on the role of Social Media (Andrews et al., 2016) The communication issue is strengthened by the airline’s strategy on social media, which is a collection of three extraordinary themes to be a brand engagement, revenue and customer’s service and satisfaction. It is eminent to facilitate a brand engagement if connectivity is to be at its best for the company in the competitive airline business fraternity. Statistics show that the public image of the company is positively escalating with 230.000 Twitter followers, 110.000 Instagram followers and amazingly around 6 million Youtube viewers as well as the corporate bloggers. (Malthouse et.al, 2013) The measure of connection is facilitated and propagated by tracking codes incorporated in the media channels. It is ever a challenge for the company to keep its consistency at a stake and a long lasting and heavy investment has been injected in social media industry by many airline firms, the WestJet is found among them.

Knowing what is Worth Sharing

Thomas (2015) has supported that the viral success of the WestJet and the mighty strength of ”cause marketing” is based on the factor and elements of knowing what is worth sharing. According to Kramer (2015), a successful business is all about relevant and correct sharing of what is worth for the consumers. It is something of the WestJet’s customing and Shareology. The company has commissioned programs, which are touching the wider and general public in a need apart from the core needs of its primary consumers. It has helped capture absolute public interests for general services offered by the globally recognized airline. It has shaped the company towards a significant and continued role in the future.

Helping Rather Selling

Social media has documentations, which show the efforts of giving back to the society touching the disabled and poverty stricken population in Canada, United States, South America and other parts of the world. It makes the championed difference of the airline. The motive positions the company to be a loyal protector of the factor of helping rather than selling. It shows that business is not all about money transactions and profit accumulations, but also the Shareology implication and a positive attribute to the surrounding environment of human life. (Robertson, 2014)

Conclusion

To sum up, Shareology is what defines a long-term and bright destiny of any organization. The way and strategy promulgated by the WestJet Airline is worth praising and general considering. However, it is not a time to sit down and relax. Social media and Shareology concepts face ever transition and technological changes. The affairs of consumers are well reached, understood and conceptualized under the social media influence. It is a time to reduce the negative issues derailing the good name of Shareology and social media. The WestJet history is ever written on the outcomes of issues raised by consumers in the world of sharing ideas and respective reactions from certain policies and methods of product and service production and delivery. (Kramer, 2015) It is a time to equally invest in the world of social media and blossom its role in Shareology and making business policies.

References

Ahmed, H.S. (2013). Analysing the influence of low-cost airlines on tourists’ perception of service quality. Tourismos (An International Multidisciplinary Journal of Tourism), 8(1), 153-177. Retrieved on Spring, 2013 from http://www.chios.aegean.gr/tourism/volume_8_no1_art08.pdf

Andrews, C., Fichet, E., Ding, Y., Spiro, E.S., & Starbird, K. (2016). Keeping up with the tweet-dashians: The impact of ’official’ accounts on online rumoring. Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social Computing. ACM, 2016. Retrieved on February 27 - March 2, 2016 from http://faculty.washington.edu/kstarbi/CSCW2016_Tweetdashians_Camera_Ready_final.pdf

Kramer, B. (2015). Shareology: How sharing is powering the human economy. New York City: Morgan James Publishing.

Malthouse, E.C., Vandenbosch, M., & Kim, S.J. (2013). Social media engagement that drives purchase behavior. In M. Dahlén, S. Rosengren, Sh. Okazaki Advances in advertising research (Vol. IV). Springer, 29-42.

O’Connell, J.F., & Williams, G. (2011). Ancillary revenues: The new trend in strategic airline marketing. In J.F. O’Connell & G. Williams Air transport in the 21st century. Routledge: Farnham Ashgate Publishing, 145-170.

Robertson, S. (2014). The globe and mail. Retrieved on December 4, 2014 from https://www.theglobeandmail.com/report-on-business/industry-news/marketing/westjet-does-cause-marketing-right/article21962159/

Thomas, M. (2015). WestJet airlines: Hybrid but profitable. Strategic Direction, 31(8), 23-25. Retrieved on 2015 from http://www.emeraldinsight.com/doi/abs/10.1108/SD-07-2015-0106?mobileUi=0&journalCode=sd