Individual Case Report #2 Introduction This study examines the social media strategy for WestJet company over a period of time and provides a clear analysis of the gains they have made by embracing the social media in branding and promotion of their services. Social media remains the most powerful invention that has been significant in connecting businesses to people and creating the opportunity for companies to redefine their image. However, while some companies have embraced and made big gains using social media, others have not had their successful moments. WestJet company accidentally ventured into social media and were able to change their faces through customer care services, sales of seats and other services as will be described in this paper. The paper also provides some recommendations on the future social media strategies for the company. Background WestJet company, a Canadian Airline, was founded in 1996 by Clive Beddoe and other partners following a frustrated trip between Calgary and Vancouver. Beddoe who was a regular user of the many of the Canadian and American airlines for his business trip had sampled services and realized the gap in low-cost ight and proper customer care services. As such, he joined in with other partners to create Westlet as a response to this gap. The airline was modeled in line with the American Southwest Airline on low-cost services but developed a unique culture of care as its greatest advantage. As a culture, the company referred to its customers as \"guest\" and its employees as 'Westletters\" making them have the feeling of belonging to the company. The company was a success almost immediately growing from a young company operating only three aircraft across five Canadian cities with 220 employees in 1996 to a fully-fledged airline with over 139 aircraft ying more than 100 destinations with 10,000 employees. The low-cost