Tone

This week in class we talked about the second principle of post-engagement, which is tone. The cases we talked about this week were all pretty interesting. One case was about KLM and how they interacted with its customers. The airline would monitor tweets, and when someone would mention the airline they would look to see what it said. In cases where customers talked about waiting for their flight, the airline would try and gift something for that customer. KLM would look at their customers Facebook pages and see what their hobbies were. When they found out, they would meet them at the airport with a gift. An example they used was giving a runner, a sports watch. This sets a great tone with the airlines customers, it shows that they have an interest in them. The company is treating them as friends, and not just random people.
The article I found was about Disney and its social media. The article talked about how Disney has multiple Facebook pages. They have pages for all of the their different audience groups. They have a Facebook specially for parents with infants called Disney Baby. Having different pages allows Disney to set different tones with each type of consumers. Companies want to set they right tone and speak in a language that their customers understand. Disney being such a large company, split things up in order the reach all if their markets.