Scenario 19.4
When the WestJet passengers went to collect their baggage, wrapped presents addressed to them came down the carousel. The action by WestJet and its employees was wonderful, in the truest sense of the Christmas spirit, and the resulting video was gripping and emotional. The video hit 1 million viewers the first day it was posted, and within two days attracted over 7.5 million views. As of January 2018, the video was still generating views at 47 million and counting. The problem, or challenge, for WestJet was that it had now set a standard for itself that was going to be impossible to meet consistently.
-Refer to the scenario. In developing a new social media plan, what is the first step that WestJet should take?

Question

Quizplus · Accepted Answer

Setting new objectives using social media is the first step WestJet should take in developing a new social media plan, especially after achieving such a significant impact with their previous campaign. This will help them to outline what they want to achieve next, taking into consideration the high expectations set by their successful Christmas video.

Scenario 19.4 When the WestJet Passengers Went to Collect Their Baggage, Wrapped