In my quest to peel under the success of Lufthansa social media strategy, as part of my coursework for Squared Online, brings me now to the final post in the series.
If you haven’t read the other posts, you can find them at:
Why was Lufthansa in the top 10 in Social Brands 100/ 2013?Part1
Lufthansa’s Facebook
From the above screenshot from Lufhtansa’s Facebook, it is apparent that they have a very popular Facebook page. They have 1.4 m likes.
So what are some of the elements that they are doing well?
Here we are at the the end of Module 1 of the Squared Online course.
What a ride! Learnt loads in such a short time.
Tuesday, as part of my Squared Online course, Chris Perks , my tutor presented a webinar discussing how best one can measure social media ROI.
When he posed the question in the chatroom, different views were shared. However, the group consensus was that we needed to measure beyond the immediate impact in the bottom line of a business, because this might not always be the immediate result. Social media net gains has more of a percolating effect.
Ultimately, the main goal of a business is to generate profits. But taking this as a successful indicator of a campaign, particularly in the short to medium term, is indeed short-sighted.
Part of module 1 of my #squaredonline course I saw a few Ted videos, in order to reflect on our digital lives. Because of my interest in the social sciences I found the talk by Sherry Turkle: Connected but Alone, very revealing and thought provoking. Her premise is that mobile technologies and the way we interact with them, social media in particular, are not only changing what we are doing but also changing the way we are.
Her observations have led her to conclude, that as we spend more time on-line we are gradually removing ourselves from our emotions. The main reasons are, that we are losing the skill to communicate and the spontaneity that comes by interacting in the non-virtual world. The control exerted over virtual communications, by using technology to “edit” who we are, either by retouching audio or editing our profile, etc. Produces a group of social avatars, removed from reality, which uses technology to create “edited” selves. Technology “cleans up” who we really are.
This week I started a Digital Marketing Course with http://www.wearesquared.com. According to the site “Squared exists to empower today’s and tomorrow’s leaders to drive the industry [r]evolution.”
I must confess…being a Digital Che Guevara sounds pretty cool.
Digital Che
