Individual report - Be able to develop a communications process Research Paper

Individual report - Be able to develop a communications process - Research Paper Example These are basically computer based and internet linked. Social media has created a buzz in every industry. All industries including the airline industry has adopted the use of social media in their business and marketing process. The reason why social media gained the hype is that these media permit interactive exchange with the end users (Gerson, 2010). The exercise of this type of media in corporate internal and external communication has changed every aspect in airline industry. Emirates, a Dubai based airlines, wholly owned by the government of Dubai, has embraced social media approach for marketing and communication and also for crisis management when the airlines face bad weather conditions. In 2011, Emirates hired a digital agency that developed a Facebook page for the carrier. This was the initial step for the carrier towards the social media footprint (Rahal, 2010). The main goal behind this move is to develop a â€Å"touching connection† with the customers and contac t maximum number of customers who use airlines as their mode of travel. The initiative provided a platform for the carrier to make a channel for greater convenience through which the customers can reach the airlines. The brand became well known and prestigious among the mass and the carrier got brand loyal customers (Bilal, 2011). Emirates had also launched 29 whimsical animated ads in 14 languages to show the lighter side of language. The animated ads were the next step of the global airline’s â€Å"Share a Smile’ campaign and was the part of the global brand campaign known as â€Å"Hello Tomorrow† launched in April 2012. The ads featured crew members of Emirates who were expressing unusual greetings and expressions from all over the world. The â€Å"Share a Smile† campaign not only created communication of linguistic skills among the multilingual crew and international crew it also helped in building cultural understanding in a light- hearted way among st travellers (Kimberley, 2013). Task 3.2: Problems faced in communication process and ways to improve it The goal of advertising is not only to alter the demand curve but also to shift the curve upward and to the right. For an industry it means that it either brings in new customers in to the market or encourages the existing customers to use the service more frequently whenever needed. For an airline, the demand can increase if the passengers of competitors shift to their airlines (Kraft, 2003). This results in competitive advertising where all the airline companies are advertising to retain their market share. Some airline companies’ gives stress upon the reliability, comfort and convenience of air travel and some purely gives stress on the non-existent advantage that they have (Van, 2012). The advertisements in Facebook and the animated ads are provided by Emirates to give travelers specific information about the scheduling and the price. Though the advertisements in Face book and the animated ads attracted customers to the carrier but it failed to achieve success in long term because of the problem faced by Emirates (Shearman, 2011).The problems that are faced in the