The evaluation demonstrates that there are gaps in the management of their current digital marketing methods and practices. Having three Twitter accounts indicates a lack of control or perhaps awareness? The lack of resolution of customers’ issues highlights that there is no evidence British Airways have developed a strategy for managing positive word of mouth (Williams and Buttle, 2014).
Questions

• Can you extend and amplify this evaluation starting with the academic references provided, which could be developed and investigated further?
• Can you explore British Airways’ online presence and develop the commentary?
• Does it matter that British Airways has three Twitter accounts? If yes, how could this be resolved?

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Table 8.3 Evaluation of British Airways' current digital marketing methods Strengths Over 1 million fans on main Twitter page 5ls Involvement (number of fans) Interaction (number of mentions, comments) Intimacy (positive, negative sentiment) Influence (word of mouth including reviews) Staff manage social media in a formal way (Canhoto and Clark, 2013) Staff add their names after tweets, trying to provide greater intimacy, although this does not always resolve the issue (Baird and Parasnis, 2011) Happy customers post good news via Facebook (Gregoire et al., 2015) and co-create brand stories (Gensler et al., 2013) Weaknesses There are three Twitter pages, which is confusing The Twitter page does not explain who manages the account and it lacks authenticity Responses are formal and do not always provide a resolution (ztamur and Sarper Karakadilar, 2014) Unhappy customers badmouth the company publicly via Twitter (Gregoire et al., 2015) Customers are passed on to another part of the business, resulting in potentially negative reviews, e.g. Hi, we're sorry you're having difficulty doing this. Please try this link to report it, http://ba.uk/wsaSCA.