Case Solutions/ Notes for WestJet A New Social Media Strategy by Derrick Neufeld, Faizal Jiwani, Sarah Hardy, Peter Tong

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In October 2015, WestJet, Canada's second largest airline, needed to expand its social media presence. The vice-president of marketing and communications and the manager of social media were excited a... bout the prospects of continuing to grow their customer base and reach even more guests through social media. WestJet had developed a highly successful approach to managing social media, and now the two executives were faced with two new possible social platforms: Snapchat and Pinterest. With an economy in decline and a flat marketing budget for 2016, they had a decision to make. Should the company pursue either of these platforms for the coming year, and if so, how? Which one would be best for the growth and evolution of WestJet's social media presence? [Show More]

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