The time has come, and our case study has finally been completed! To view a complete overview of our Air Canada Case Study, visit the report’s “airport” (main blog) here to direct you to each RACE formula component. Before I begin to reflect on the totality of this journey, let’s review my thoughts on progress throughout. … Continue reading
This week, I’ve been working extensively on the “Communications” component/destination of our Air Canada Case Study. Working on this project has become frustrating. Frustrating towards Air Canada I mean. There is evidently no strong communications strategy of key messaging and tactical execution, which is a big no no in community building! One the fundamental problems … Continue reading
In order to redeem their reputation and gain back control of discussion, Air Canada needs to transform their social media strategy. Currently, as we extensively noted – there is an insufficient strategy that has been implemented, and because it is not clear customers have taken control of Air Canada’s online community building it into an … Continue reading
Air Canada’s social media strategy proves to have become victim to assuming a “customer service” role rather then an organizational measure. This has increasingly affected its presence in ability to deliver news and information, as most if not ALL communications is expected to be customer-oriented for its followers and fans on Twitter and Facebook. In … Continue reading
This week the girls and I launched the first part, “research” (out of four) of our case study on Air Canada. We’ve decided to take a fun spin on the project and launch our RACE analysis in the form of destination flights, that are located on our individual blogs. Destination “Research” which set flight this … Continue reading
Last week I woke up like any other day and proceeded to do my daily morning check-in to social media. On Facebook and Twitter I notice that chatter seemed to be coming from #Kony2012 and a video with the same title were being shared. Admittedly, having not known who or what “Kony” is, I thought … Continue reading
This week, the girls (Beth, Jasmeet, Herleen) and I met up at Williams coffee pub near McMaster University to work our project. Our main goals of the meeting were to formerly distribute tasks, present our research findings and strategize what we plan to do with the findings for our case study. In terms of presenting … Continue reading
After analyzing the data researched, there exists a clear presence of a significant amount of students at McMaster University using social media to communicate with and consume information related to the school (about 80% have identified themselves with some aspect of social media related to McMaster). This data helps to provide the Sil with the … Continue reading
Secondary Research After learning that my close peers I interact with on a daily basis are not amongst the active readers of The Silhouette, I wanted to conduct a virtual ethnography to get a sense of a wider demographic of McMaster students using social media and what their level of engagement with McMaster online is … Continue reading
Primary Research – Sample Polling In pursuit of tracking down McMaster students (target audience of The Silhouette), I conducted a quantitative sample of my fellow students that surround me over the course of two days to inquire about their engagement with The Silhouette. I thought it would be interesting to survey students that I … Continue reading
Hey, it's Van! 