Please respond to the studentâ€™s reply listed below in more than 250 words and include at least one cited source/reference in your response. Explain why you agree or disagree with their statement (I included the original question for reference).
Are you following and/or subscribing to any hospitality brandsâ€™ official social media pages? Based on your experiences and/or credible sources (e.g., news articles, academic papers, etc.), please provide an example of a hospitality brand that effectively interacts with customers using social media.
Question student response (Andrea). Respond to Andrea:
â€œI follow Virgin Atlanticâ€™s Instagram page. I have always been a huge fan of their off-kilter, non-traditional promotional style, which directly mirrors that of the companyâ€™s famed founder, Sir Richard Branson. In my experience, Virgin does an extraordinary job of effectively interacting with customers via social media. For example, the top post on their Instagram page today is a promotion for â€œVirgin By Design,â€ a book which details the 50-year history of the Virgin brand (Virgin, 2022b). The caption for this post doesnâ€™t read something boring like â€œCheck out our new book.â€ Instead it reads, â€œThatâ€™s our kind of Monday Motivation. Screw it, letâ€™s do itâ€ (Virgin, 2022b).
Now, this kind of advertising clearly isnâ€™t for every demographic. In fact, it could be downright offensive to some sectors of the market including the elderly, children, or religious groups. However, this is the brand that Virgin has unapologetically built â€“ and itâ€™s working out for them. Kate Talbot from the Digital Marketing Institute (2019) callâ€™s Virginâ€™s â€œred hot attitudeâ€ cheeky, flirty and stylish, noting the undeniable success of their â€œdisruptive innovation.â€
Additionally, this post directly tags @RichardBranson, showing his direct connection to the brand and making social media followers feel directly connected to the impressively successful mogul (Virgin, 2022b).
Examples of Virginâ€™s innovative customer interaction techniques abound through the companyâ€™s Instagram posts. For example, one post shows an image of a womanâ€™s hand holding up a Virgin boarding pass enclosed in a Kate Spade wallet with the caption â€œVirgin Atlantic are runway ready, are you? (Virgin, 2022a). Not only does this post bend whatâ€™s expected from the social media brand of an airline, it also co-promotes it alongside a well-known known designer, greatly enhancing Virginâ€™s social capital. Virgin has created a brand that feels interactive, while calling to a very specific â€“ and elite â€“ clientele.â€
- Participation quality can be enhanced and improved by linking work and life experiences to the topic at hand, referring and/or linking to previously discussed concepts, providing full justifications for arguments and avoiding minimalist responses (e.g. â€œI agreeâ€ or â€œI donâ€™t think soâ€ or â€œmaybeâ€).
- Participation quantity AND quality are integral to excellent discussion posts (more than 200 words). While you are required to meet both quantity (word count) and quality standards, a qualitatively sound response is integral to an excellent discussion post.
- To earn the maximum number of points for your posts, your responses must be consistent with the kind of depth commensurate with that of a masterâ€™s level student.
- You should clearly and thoroughly address every aspect of the discussion requirement with the appropriate amount of detail that removes any ambiguity about your position on an issue