A case study about their 72 hour fare sale
The trick to good PR and social media measurement is to work very closely with the online marketing team. Learn to use tracking links and landing pages for each press release and social media channel. That way you can track the results and the success of each activity.
This sale was so successful that the traffic shut down the southwest.com site. Southwest ranked on Google Trends and a trending search term. $25 fare was the lowest fare in their history – and saying that their fare was the same as others charge for bags!
The sale resulted in 5000 bookings . Twitter and Facebook were about 80% of the bookings. Employee email came in next with 18%.
The PR department has produced a simple one-sheet report that goes to the CEO each month that shows major points – followers and fans, messaging, commenting, perceptions about the brand.
