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Essay / Research Paper Abstract
This 3-page paper examines a blog developed by Southwest Airlines and determines its effectiveness as a marketing tool.
Page Count:
3 pages (~225 words per page)
File: D0_MTswabloga.rtf
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Unformatted sample text from the term paper:
informal blog, entitled "Nuts about Southwest," which is part of the Southwest.com Web site. The url is www.blogsouthwest.com, and the blog was set up, in the words of its founders
to "build a personal relationship between our Team and you." Southwest Airline has, since its founding, been about the customer, and the blog is a way to encourage customers to
communicate with Southwest Airline employees. The blog is an interesting device, as it allows all employees of Southwest Airlines, up to senior
management, to express their views about life, and life as a Southwest employee. The blog also allows customers to respond - and it will tolerate all kinds of views.
One interesting post involved "How To Get Hired at SWA 101," from the perspective of a senior employee at the company. The blog
itself consisted of some nutty ways in which people were hired at SWA (which is that companys hallmark). But it also gave some very good advice (from other employees) as
to what the company is looking for. Another entry introduced the fact that Southwest Airlines is introducing more flights during the Thanksgiving
holidays - and giving kudos and thanks to the schedulers who made it happen. The blog includes various routes that will see some extra traffic.
But is this a marketing tool? Yes, but indirectly. What it does is paint a positive image of Southwest Airlines. It paints the company as a place
that is open to all points of view (the "About" page on the blog says it welcomes all types of views, as long as those views are respectful of other
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