ABSTRACT
Social media can certainly be used to enhance the experience of the customer. An event cannot be organized and delivered purely by social media but its marketing could be. Social media can certainly be used to enhance the experience of the customer. The author introduces a concept used widely in the marketing of services, the notion is that every event has a life cycle which can be broken into a series of smaller happenings. The organization analyzes each category and happening to see how well each is meeting the needs of the customers and how it can be improved to meet those needs better. The obvious difficulty is that the airline does not have full or any control over some aspects of the life cycle. However, customers remember any failings in that cycle and inevitably blame the seller of the core product.
