This document discusses Webjet's social media strategy and opportunities across various platforms. It recommends that Webjet start fresh on Facebook without existing presence in South Africa. Twitter can be used to engage fans and influencers. Google Plus is important for search engine optimization. Pinterest and Instagram are visually-driven platforms that fit Webjet's travel industry. The strategy emphasizes extensive research on trends, collecting performance data to refine strategies, and keeping content fresh daily.

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THE SOCIAL MEDIA LANDSCAPE
SOCIAL MEDIA
No two social media platforms are the same. Our approach is to evaluate brand needs and formulate a strategy which results in perfect synergy between brand message and a specific platform’s features and captive audience.

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SOCIAL MEDIA
ASSESSMENT OF SOCIAL MEDIA OPPORTUNITIES
With no Facebook presence in SA, Webjet finds itself in the enviable position of starting a profile from scratch which incorporates all key learnings from the competitive landscape. With a good content strategy and paid advertising, Webjet can quickly close the competitive gap.
Twitter can be an excellent vehicle for Webjet to engage it’s fans in conversation and strike up conversation with relevant influencers who can carry the brand message to a wider target audience.
Google Plus is vitally important to SEO and the platform can be expanded with good content strategy and promotion of the brand amongst relevant G+ Communities.
Pinterest and Instagram are visually driven platforms which can fit in well with the nature of Webjet’s industry. It might be worthwhile to consider an innovative strategy which places heavy emphasis on these visual platforms and drives great value for Webjet and thus further cements as a market innovator.

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CONSIDERATIONS
APPROACH
At each stage of the social media strategy it is crucial to conduct extensive research into trends prevailing in the market sphere. This is especially crucial in the initial months when there is not sufficient data available from own platforms.
Collect and interpret performance data from own pages and content posts. Use this data for content strategy and general social media strategy fine tuning. Numerical data should be basis for any shift in strategy.
Constantly stay abreast of trends in social media and be aware of any changes to existing platforms such as Facebook and stay on the ball regarding developments of completely new social media channels, which may present an excellent opportunity to the brand
Always keep content fresh by doing near daily research in to trends, news stories etc.