Enable, Engage and Evaluate: Introducing the 3E Social Media Strategy Canvas Based on the European Airline Industry

  • Ton A. M. SpilEmail author
  • Robin Effing
  • Menno P. Both
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


The strategic use of social media has increased in importance. However, there is a lack of theory to design and evaluate social media strategies. In a competitive environment, airlines need to excel on service, customer satisfaction and marketing. Social media could support those areas of business. This paper comprises the results of both a systematic literature review and case studies at European airlines. The literature study was based on 85 academic articles, regarding the prevalent approaches to social media strategies. The case studies were conducted within three North-western-European airlines in Germany, France and the Netherlands. As a result, a new conceptual framework and tool for creating social media strategies is created. Engagement, Evaluation and Enabling are its main concepts. The new theoretical framework is more complete and was derived from existing literature and case studies. The 3E Social Media Strategy Canvas can serve both as a decision-making tool and as a theoretical framework for comparison.


Social media strategies Facebook Business model canvas Policy Engagement 



Jenny Schrder, Anna Charlotte Sickers and Mart Hakkert contributed greatly to the generation of knowledge with their student thesis projects of both the University of Twente and Saxion University of Applied Sciences. We hereby express our great gratitude to them for being part of the broader research program.


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Ton A. M. Spil
    • 1
    • 2
    • 3
    Email author
  • Robin Effing
    • 1
    • 2
    • 3
  • Menno P. Both
    • 1
    • 2
    • 3
  1. 1.University of TwenteEnschedeThe Netherlands
  2. 2.Saxion University of Applied SciencesEnschedeThe Netherlands
  3. 3.Both SocialEnschedeThe Netherlands

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