學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Planes, Trains and Social Media
內容大綱
Set in 2016, the case explores the role of social media in the public transportation sector. It highlights how social media has emerged to be a dominant platform offering both opportunities and challenges for organisations. SMRT, a mass service provider in Singapore, counted amongst the best in the world was struggling to manage consumer expectations in face of a series of train breakdowns and disruptions that had seriously tarnished the company's reputation. The company had a presence on social media; however it largely relied on traditional media in its communication strategy. At the times of crisis, the inability of the traditional media to provide an interactive platform and live updates had often resulted in disgruntled customers. Lack of real- time engagement with the commuters had widened the chasm between their expectations and perceived performance of the transport system negating the painstaking technical and operational improvements done by SMRT over time to provide a more reliable service. Could SMRT better leverage social media in effectively engaging with riders during crises and otherwise? The case showcases the examples of other public transportation firms - KLM and South West Trains that have been successful in this endeavour. Could their social media experiences be applied to SMRT? Through this case, students will gain an understanding of the multi-dimensional impact of social media on an organisation. They will be able to analyse and compare its impact when adopted comprehensively versus a piece-meal approach. Students will also learn about the essential elements of an effective social media strategy and be able to assess the gap between an organization's social media goals and its resource allocation for the same. The case will help students to learn about the evolution of social media and evaluate its effectiveness versus that of traditional media especially in the services domain.