Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry

Antonius A.M. Spil, Robin Effing, Menno P. Both

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

2 Citations (Scopus)

Abstract

The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social media could support those areas of business. This paper comprises the results of both a systematic literature review and case studies at European airlines. The literature study was based on 85 academic articles, regarding the prevalent approaches to social media strategies. The case studies were conducted within three North-western-European airlines in Germany, France and the Netherlands. As a result, a new conceptual framework and tool for creating social media strategies is created. Engagement, Evaluation and Enabling are its main concepts. The new theoretical framework is more complete and was derived from existing literature and case studies. The 3E Social Media Strategy Canvas can serve both as a decision-making tool and as a theoretical framework for comparison.
Original languageEnglish
Title of host publicationSocial Media: The Good, the Bad, and the Ugly: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, UK, September 13–15, 2016, Proceedings
EditorsYogesh K. Dwivedi, Matti Mantymaki, M.N. Ravishankar, Marijn Janssen, Marc Clement, Emma L. Slade, Nripendra P. Rana, Salah Al-Sharhan, Antonis C. Simintiras
Place of PublicationSwansea, UK
PublisherSpringer
Pages15-30
ISBN (Print)978-3-319-45233-3
DOIs
Publication statusPublished - 13 Sep 2016
Event15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016: Social Media: The Good, the Bad, and the Ugly - Swansea, United Kingdom
Duration: 13 Sep 201615 Sep 2016
Conference number: 15
https://hal.inria.fr/IFIP-LNCS-9844

Publication series

Name
PublisherSpringer
Volume9844
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
CountryUnited Kingdom
CitySwansea
Period13/09/1615/09/16
Internet address

Keywords

  • METIS-319233
  • IR-102377

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