Ryanair is famous for charging extra fees, and they don't shy away from that on social media. They even joke about whether they'll start charging passengers to use the bathroom. Some people found it funny, but others thought it was rude. However, the jokes made Ryanair's online fans defend the airline when people complained, so it changed the way people saw the company. Ryanair's social media accounts don't really talk about important issues like the environment and how flying affects it. Michael Corcoran thinks that TikTok isn't the right place for an airline to talk about these things, because it might seem like they're just pretending to care.
Dr. Irene Garnelo-Gomez from Henley Business School thinks that it's really important for companies to be honest and talk about important things like sustainability on social media. Younger people care about these issues and want companies to do something about them. While jokes can get people interested, it might be hard to respond to serious criticisms on social media. If Ryanair was accused of not being sustainable, their funny posts might make things worse. In the end, it's important for companies to find the right balance between jokes and talking about important stuff on social media.
Original news source: Ryanair: How a budget airline took off on TikTok (BBC)
π Vocabulary:
Group or Classroom Activities
Warm-up Activities:
– News Summary
Instructions: Students will work in pairs to summarize the article in their own words, aiming to condense the information into three key sentences. Each pair will then share their summary with the class, and the class will discuss which summaries captured the essence of the article most effectively.
– Opinion Poll
Instructions: Create a list of statements about the article, such as "Companies should use humor on social media," and "Airlines have a responsibility to address environmental concerns publicly." Students will stand along a spectrum in the classroom from 'strongly agree' to 'strongly disagree' for each statement. After positioning themselves, they will explain their stance to a partner and then discuss as a class.
– Keyword Taboo
Instructions: Write down key terms from the article (e.g., TikTok, sustainability, controversy, social media, fees) on cards. In groups, students take turns picking a card and explaining the term to their group without using the word itself or five additional taboo words listed on the card. The group guesses the term based on the description.
– Pros and Cons
Instructions: Divide the class into two groups. One group will list the pros of Ryanair's social media strategy as described in the article, while the other group lists the cons. Afterward, each group will present their points, and the class will have a debate about the effectiveness of using humor and sarcasm in business communication.
– Future Predictions
Instructions: Students will individually write down their predictions about the future of company social media strategies, considering the points discussed in the article. Will more companies adopt a humorous approach, or will there be a shift towards more serious communication? Students will then share their predictions with a partner and finally, discuss as a class which predictions seem most plausible and why.
π€ Comprehension Questions:
Ryanair became popular on TikTok because of its funny comebacks and sarcastic comments about its services and reputation.
Ryanair has 2.1 million followers on TikTok, which is more than other major airlines.
Michael Corcoran, the former head of Ryanair's social media, was responsible for their success online. The approach was to have the freedom to post bold and humorous content that matched the company's unconventional and controversial style.
Some people thought Ryanair's jokes were rude and didn't like the way the airline made fun of its own extra fees and services.
The humor led to Ryanair's online fans defending the airline when others complained, which changed public perception and lowered expectations due to it being a budget airline.
According to Michael Corcoran, Ryanair's social media avoids discussing serious issues like the environmental impact of flying.
Dr. Irene Garnelo-Gomez believes it's important because younger people care about these issues and expect companies to be sincere and proactive about them.
If Ryanair faces serious criticism about their sustainability practices, their usual humorous social media posts could backfire and make the situation worse, as it might seem insensitive or inappropriate.
π§βοΈ Listen and Fill in the Gaps:
, a cheap airline, has become really popular on TikTok because of its funny comebacks and sarcastic responses to its passengers and its own . Even though it's not the usual way to treat customers, Ryanair now has 2.1 million followers on TikTok, more than other big airlines. Michael Corcoran, who used to be in charge of Ryanair's social , played a big part in making the airline famous online. The team had a lot of freedom to post whatever they , which matched the company's history of doing things differently and being a bit . Some didn't like the jokes, but it actually helped people not expect too much from a cheap . Ryanair is famous for charging fees, and they don't shy away from that on social media. They even joke about whether they'll start charging passengers to use the bathroom. Some people found it funny, but others thought it was rude. However, the jokes made Ryanair's online fans defend the airline when people complained, so it changed the way people saw the company. Ryanair's social media accounts don't really talk about important like the environment and how flying affects it. Michael Corcoran that isn't the place for an airline to talk about these things, because it might seem like they're just pretending to care. Dr. Irene Garnelo-Gomez from Henley Business School thinks that it's really important for companies to be honest and talk about things like sustainability on social media. people care about these issues and want companies to do something about them. While jokes can get people interested, it might be hard to respond to serious criticisms on social media. If Ryanair was of not being sustainable, their funny posts might make things . In the end, it's important for companies to find the right balance between jokes and talking about important stuff on social media.
π¬ Discussion Questions:
1. What is your favorite social media platform and why?
2. How would you feel if a company responded to your complaint with a joke?
3. Do you like when companies have a funny personality online? Why or why not?
4. Do you think it's important for companies to talk about issues like the environment on their social media? Why?
5. Have you ever followed a company on social media because they were entertaining? Which one and what did they do?
6. What is a brand that you think handles their social media really well? Why do you think so?
7. How would you react if an airline started charging for bathroom use during a flight?
8. Do you think making jokes about their own bad reputation can help a company? Why or why not?
9. What is an example of a company that you think is really honest on social media? Why do you think they are honest?
10. Do you think TikTok is a good place for serious discussions about sustainability? Why or why not?
11. Have you ever defended a company online? What was the situation and why did you do it?
12. Do you believe that younger people care more about sustainability? Why do you think that might be?
13. How do you think a company should respond to serious criticisms on social media?
14. What is the most important thing you look for in a company when you decide to follow them online?
15. Do you think it's risky for companies to joke about their flaws? Can you think of a time when this backfired?
Individual Activities
ππ Vocabulary Meanings:
Click a dot next to a word, then click the dot next to its meaning to draw a line connecting them.
Words
Meanings
π‘ Multiple Choice Questions:
π΅οΈ True or False Questions:
π Write a Summary:
Write a summary of this news article in two sentences.
Check your writing now with the best free AI for English writing!
