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 Northwestern -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.

Smart City Participation: Dream or Reality? A Comparison of Participatory Strategies from Hamburg, Berlin & Enschede

“…This paper uses the concepts of Effing and Groot [37] and Spil et al [9,51] in the analysis to combine the degree of engagement that citizens have with government, citizen or network initiatives of a smart city that can be taken in order to improve and develop the overall city to become smart.…”

“…Citizens are increasingly engaged into the concept through their mobile devices that enable direct involvement [8]. E-commitment [37] can be seen as part of the engagement [9]. To be engaged the cities have to identify the target groups, set their goals and determine the channels that they want to use.…”

“…Governments need to enable the capacity to be able to manage the amount of new possibilities of participation [9]. Cities need to adapt to the fact that citizens want to be able to actively take part into governmental decisions [38].…”

“…Finally Cities have to evaluate their digital strategy [9]. Although it is hard to measure Return on Investment quantitatively, the cities can monitor and listen to its citizens and cities need to use evaluation tool to measure this.…”

“…The transformation of governance is changing towards more co-creation of all stakeholders [8]. This paper aims to synthesize the topics of digital strategy [9] and participatory governance from empirical cases [8]. This research paper is structured as follows.…”