Managing the Communicate Problems And Exceptions
BENEFITS OF SOCIAL MEDIA FOR THE COMMUNICATIONAL STRATEGY OF THE COMPANY
Immediacy of the social media;
Conversational, and more casual tone of communication;
Transparency of communication
Easy follow -up
Managing the Communicate Problems And Exceptions
This paper would address the need for the effective communication via the means of social media for JetBlue. The initial attempts of attracting the clients via the means of mass media have led to targeting of the frequent flyers, who in turn, were the loyal users of TrueBlue. For this purpose, the cross-departmental working group from corporate communications department, marketing department as well as customer relations department, was established for promotion of the company’s brand via Twitter. The first tweets, which have been done by this team, were driven by the marketing goals and as soon as the relationships with the clients have been established, Twitter was used by the management of this company as the vehicle for promotions and one more communicational tool for managing the disputable situations with the clients. There were both positive avocets of such communication and the weaknesses, faced by the management of this entity.
Among the positive issues, it is possible to outline the following - immediacy of the social media – as soon as some post is made by the clients on the company’s account or in the social media (while mentioning the brand of the company), the administrator of the account is notified and afterwards, one is expected to make some responses. At the same time, there is a weak point of such option – as the clients usually expect the immediate responses for their posts and thus, in the case when the response team is not ready to give an exhaustive explanation of the issue or response to the problem, some disappointment with the company’s services may emerge among the customers and be popularized in the social media.
Only in the case of professional response team, there is an option of making customers happy – especially in the cases of managing urgent problems – such as technological breach before presentation or flight delay (DeMers, 2014).
It is essential to put an emphasis on the fact that in the case of the recommended strategy is applied into the practice, there is an option of managing the customer’s expectations in an effective and prompt manner. In order to solve the problems of communication via the means of social media, the set of the following steps is recommended. The response team of the JetBlue should provide its clients with the possibility of gaining more personal brand experience from the social media. The core reason for such need is the fact that people prefer to work or collaborate with other people rather than with the particular corporations. In the case if the customer relations are managed via the means of the social media, there is an option of gaining the best from both worlds - real and digital. Potential customers would be able to recognize the particular brand immediately. In addition, there is no need of sending automatic e-mails, which are usually perceived as spam – the clients would get the response to their informational needs in a question-answer form (Sclar, 2013).
Additional advantage of active use of the social media for communication with the customers is that the response team has an option of careful consideration of the response as well as it may be represented in a conversational, and thus, more casual tone. In such way it is also possible to humanize the brand (Carter, 2013).
One more advantage of active use of social media for brand promotion and communication with the clients is the transparency of such communication. Such aspect is beneficial for both involved parties - the company and its clients, since for the customers, transparency is mainly associated with the vindication – as the clients are disappointed with some issues, they want to be heard and afterwards, assisted in a proper manner. That is why, they post their impressions via the means of the social media (Facebook or Twitter). In the case when the clients are provided with an option of making their requests or issuing the complains in a public manner, the immediate outlet is given to them by the management of the organization. For the JetBlue, transparency is mainly associated with the possibility of advertising the quality of their services – in such way they may show how prompt and effectively their team is able to manage the situations – in the case if the client’s request is answered in a proper manner, all the followers of the business entity in the social media would also get a good impression.
The latest argumentation for using the social media as a tool for communicating with the clients is the fact that the follow-up is easy. In the case if some problematic issues are managed with a quick answer, there is an option of asking the client if the communication was helpful to one or not. In the case if it was not helpful, enough further actions may be undertaken and as some time passes, the manager should contact the client via personal message to ask one about his or her satisfaction/dissatisfaction with the provided services (Chaturvedi, 2016).
Carter, E. (2013) How to Use Social Media to Communicate with Your Customers. Retrieved from: http://www.business2community.com/social-selling/how-to-use-social-media-to-communicate-with-your-customers-0585634#Uklk8lDki2qPM8F2.99
Chaturvedi, M. (2016) Effective Social Media Strategies – Four Tips, Four Benefits. Retrieved from: http://www.oracle.com/us/corporate/profit/big-ideas/042213-mchaturvedi-1937903.html
DeMers, Je. (2014) 7 Reasons You Need to Be Using Social Media As Your Customer Service Portal. Retrieved from: http://www.forbes.com/sites/jaysondemers/2014/08/12/7-reasons-you-need-to-be-using-social-media-as-your-customer-service-portal/#337cd5231523
Sclar, C. (2013) How to use social media to understand and engage your customers. Retrieved from: http://www.theguardian.com/media-network/media-network-blog/2013/mar/13/social-media-customer-engagement