social media marketing strategies

social media marketing strategies

Many popular brands and lines of products today are using social media as a marketing strategy. Companies have realized the potential of social media, and this explains the huge shift from traditional forms of advertising and channels such as TV and radio. The use of social media has become a marketing strategy that is very popular due to the realization of the wide reach that it possesses compared to other marketing strategies. In this essay, I selected a product or line of products from a given company and investigated the social media marketing strategies that have been adopted by the company in the marketplace.

Body of Essay

The product or brand that I selected for this essay is the airline service that is provided by JetBlue Airways Corporation. JetBlue was founded in 1998 and is considered to be the 7th largest airline in the country based on the number of passengers carried (Jones, 2019). Being a market leader in the airline industry has been an aspiration for JetBlue by offering impeccable services to clients in the market. JetBlue is widely known as a market leader in the manner in which it utilizes social media to market the products and services that it offers into the market. Many companies in the market have been trying to cope with some of the social media marketing strategies that are in place at the company since they have proven to be effective at improving the position of the company in the aviation industry.

The customer segment for the line of services and products that are offered by JetBlue is low-income and middle-class households. As a low-cost airline, JetBlue is observed to be attractive for people with low and average incomes since they cannot afford to travel using some of the premium airlines across the country. The low-cost airline market is one that has been growing at a steady rate. Its popularity across Europe has seen the same happen in the United States. It also means that people can now afford to travel by air, which was something that was not possible in the past. The customer segment is huge, and this is evident since JetBlue operates more than one thousand flights each day.

Several social media platforms are available today that can be used by companies to market their products and services. JetBlue has several social media outlets that it operates. The most popular social media platforms that are used by the company are Facebook and Twitter. JetBlue not only uses these platforms for marketing its products and services but also uses them to receive feedback from its customers. Several elements can be observed in their campaigns (Kepes, 2018). One of the main elements is the use of social media as a customer service tool. Customer service is one of the critical elements in the airline industry, and JetBlue uses social media to ensure that it addresses some of the issues that are raised by its customers. In doing so, it also markets the services that it provides. Its effectiveness is evident through the activity on its Twitter feed.

The customer segment responds in various ways through the use of social media marketing by JetBlue. One of the responses is that customers can easily reach the company through social media. In the past, reaching out to a company was never this easy. A customer of JetBlue can have their issue addressed, or clarifications made through sending a message to the Twitter or Facebook handles that are operated by the company (Gianatasio, 2019). Customers also respond by offering their satisfaction or dissatisfaction with the products and services that they receive from the company. When this happens, JetBlue gains a lot of information that is used to improve customer experience and services that are offered. Social media thereby plays a critical role in the realization of the long-term organizational goals of the company. Based on the response, the company’s social media marketing strategies are very effective and can be used as learning points for other companies that want to utilize social media in their operations.

A competitor in the market that may be used to compare social media networking strategies with those of JetBlue is United Airlines. One thing that JetBlue does well than United Airlines is using social media as a tool for customer feedback. Customers at United Airlines have to call the company to have their issues addressed since its social media presence is not as impeccable as that of JetBlue. With this in mind, JetBlue has the edge over United Airlines due to the speed in which customer queries are addressed by the company.

Serval strategies could be adopted by the company to improve social media usage and to target the customer segment better. One of the ways is to invest in other social networking sites such as Instagram and Pinterest. Currently, its presence is mainly on Facebook and Twitter. However, some of its customers use other social networking sites, and thereby it is critical that such expansion happens so that more people can be reached. The second strategy is to use the platform for marketing its low-cost flights. Doing this may increase the demand for its services and products in the market segment.