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

doi:10.1007/978-3-319-45234-0_2

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 proceeding › Conference contribution › Academic › peer-review

4 Citations (Scopus)

21 Downloads (Pure)

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 language	English
Title of host publication	Social 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
Editors	Yogesh 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 Publication	Swansea, UK
Publisher	Springer
Pages	15-30
ISBN (Print)	978-3-319-45233-3
DOIs	https://doi.org/10.1007/978-3-319-45234-0_2
Publication status	Published - 13 Sept 2016
Event	15th 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 Sept 2016 → 15 Sept 2016 Conference number: 15 https://hal.inria.fr/IFIP-LNCS-9844

Publication series

Name
Publisher	Springer
Volume	9844
ISSN (Print)	0302-9743
ISSN (Electronic)	1611-3349

Conference

Conference	15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
Country/Territory	United Kingdom
City	Swansea
Period	13/09/16 → 15/09/16
Internet address	https://hal.inria.fr/IFIP-LNCS-9844

Keywords

METIS-319233
IR-102377

Access to Document

10.1007/978-3-319-45234-0_2

Cite this

Spil, A. A. M., Effing, R., & Both, M. P. (2016). Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry. In Y. K. Dwivedi, M. Mantymaki, M. N. Ravishankar, M. Janssen, M. Clement, E. L. Slade, N. P. Rana, S. Al-Sharhan, & A. C. Simintiras (Eds.), Social 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 (pp. 15-30). Springer. https://doi.org/10.1007/978-3-319-45234-0_2

Spil, Antonius A.M. ; Effing, Robin ; Both, Menno P. / Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry. Social 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. editor / Yogesh K. Dwivedi ; Matti Mantymaki ; M.N. Ravishankar ; Marijn Janssen ; Marc Clement ; Emma L. Slade ; Nripendra P. Rana ; Salah Al-Sharhan ; Antonis C. Simintiras. Swansea, UK : Springer, 2016. pp. 15-30

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

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.",

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note = "15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 : Social Media: The Good, the Bad, and the Ugly ; Conference date: 13-09-2016 Through 15-09-2016",

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Spil, AAM , Effing, R & Both, MP 2016, Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry. in YK Dwivedi, M Mantymaki, MN Ravishankar, M Janssen, M Clement, EL Slade, NP Rana, S Al-Sharhan & AC Simintiras (eds), Social 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. Springer, Swansea, UK, pp. 15-30, 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, United Kingdom, 13/09/16. https://doi.org/10.1007/978-3-319-45234-0_2

Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry. / Spil, Antonius A.M.; Effing, Robin; Both, Menno P.
Social 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. ed. / Yogesh K. Dwivedi; Matti Mantymaki; M.N. Ravishankar; Marijn Janssen; Marc Clement; Emma L. Slade; Nripendra P. Rana; Salah Al-Sharhan; Antonis C. Simintiras. Swansea, UK: Springer, 2016. p. 15-30.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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AU - Spil, Antonius A.M.

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N2 - 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.

AB - 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.

KW - METIS-319233

KW - IR-102377

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M3 - Conference contribution

SN - 978-3-319-45233-3

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EP - 30

BT - Social 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

A2 - Dwivedi, Yogesh K.

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Y2 - 13 September 2016 through 15 September 2016

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Spil AAM , Effing R, Both MP. Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry. In Dwivedi YK, Mantymaki M, Ravishankar MN, Janssen M, Clement M, Slade EL, Rana NP, Al-Sharhan S, Simintiras AC, editors, Social 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. Swansea, UK: Springer. 2016. p. 15-30 doi: 10.1007/978-3-319-45234-0_2

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

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