The example of digital media that I chose to analyze is “Tale of the Tiger: Customer Service.” At Tampa International Airport they used social media to make the point of them always being personal. An airport operations manager went above and beyond for a little boy who left his toy tiger in an airport play area. The operations manager took the tiger around taking photos of it with air traffic control, on a luggage cart, hanging out with airport firefighters, and at other places in the airport. He created a storyline to go with the photos and left them for the family when they came back to pickup the tiger. The story went viral reinforcing the airport’s commitment to customer service.
What was done successfully to meet the wants and needs of the target audience was the manager going out of their way to make sure this child got his tiger back. The manager went out of his way and made it personal. They mentioned that he took time out of his lunch break to take these photos and then went to Walgreens to make a photo album. This story connected with families not only local but worldwide. The story also provided an opportunity to highlight other customer service achievements.
The airport posted the story on Facebook and Twitter with photos linking back to the story on their website. “When a staff members mother posted on Facebook: “What a great story. What a great airport.” The airport answered: “Thanks mom” that prompted this reply “I love that TPA has a mom …. Whose also on Facebook.” (Tale, n.d.) The airport used social media to get their story to reach other consumers and possible future consumers of the airport. I think the social and consumer experience was successful because of the extensive interest on social media led to widespread media coverage locally, nationally, and internationally.
The story set social media records for the airport, with thousands gushing support for the feel good story and the Airport. “The reach surpassed 3,000,000. Followers commended airport staff for the exceptional customer service. Nearly 115,000 people liked, commented, and shared the story on Facebook. Our Twitter post had 78,000 impressions, and millions more through shares by airport partners.” (Tale, n.d.) Thousands of people were moved by this positive gesture by one employee. Something that could have been done differently would be posting on other social media platforms other than Facebook and Twitter. They could have also used YouTube and Instagram to their advantage.
Tampa International Airport uses several digital media platforms including Facebook, Twitter, Instagram, YouTube, and their own website. When browsing their Facebook page, I noticed they had several useful links such as accommodation for handicap and events taking place at the airport. You can also view the rating on Facebook, they have a 4.4 out of 5. The Airport’s website isn’t as informative as it could be. Of course, the first pop up is booking a flight but I found nothing on the Airport’s customer service or their mission statement. The Airport does have a mobile app where you can check in and track flight status but like any other app there are ads. If you don’t want ads you have to purchase a separate app. I think that the app meets the consumers needs if they aren’t in a hurry.
References
Tale of tiger’s big adventure highlight’s airport’s commitment to customer service. (n.d.). Retrieved April 2, 2019, from https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww