The WestJet Christmas Miracle (B)
(1 page of text)
- Comparison and contrast of traditional media versus social media.
- Introduction to the appropriate metrics to measure social media outcomes and success.
- Strategizing how firms can build on earlier successes to create a virtuous cycle of social media success and customer delight.
- Understanding that social media success cannot occur in a vacuum, but must be based on and be consistent with the existing corporate culture and ways of doing things.
This case is suitable for use in the promotion-related module of an introductory marketing course at the undergraduate, graduate or executive MBA level, or within the new media component of an elective in marketing promotion.
Canada, Large, 2013
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