8-34. MESSAGE STRATEGIES: NEGATIVE ANNOUNCEMENT [LO-4] WestJet incorporates the Twitter microblogging service into its customer communications, and
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8-34. MESSAGE STRATEGIES: NEGATIVE ANNOUNCEMENT [LO-4] WestJet incorporates the Twitter microblogging service into its customer communications, and tens of thousands of flyers and fans now follow the airline’s Twittering staff members. Messages include announcements about fare sales (such as limited-time auctions on eBay or special on-site sales at shopping malls), celebrations of company milestones, schedule updates, and even personalized responses to people who tweet with questions or complaints about the company
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