Social Media Marketing - 8145 Words

Evaluate the Effectiveness of Social Media Marketing on Hotels Jennie Russell 1. Abstract Purpose; The internet has forced companies to transform themselves to be more interactive, innovative and efficient as the online consumer is more active, demanding and in control; if unhappy about a service the hotel’s reputation c an be damaged as negative information posted online is instant and public; sharing their opinion with hundreds of thousands of potential customers. However, savvy marketers are increasingly using social media to let guests sell their hotels, which is authentic marketing at its best. Marketers need to implement dedication, time and resources in social media marketing to be successful and stay ahead of their†¦show more content†¦(Evans, 2009) Marketers have to ensure their content is beneficial to the hotel and their consumers; they should not perceive the hotels presence to be a nuisance. Large hotels like Hilton, Four Seasons Hotels Resorts and MGM Grand have fully integrated social media into their marketing strategy, but for most hotels the difficulty is not only where to begin, but who to use and what to do. Is it detrimental for a hotel not to use social media sites? Can it be detrimental if social media sites are used but not appropriately? The aim of this study is to evaluate the role of social media in hotel marketing. The objectives of this study are to; ï‚ · Evaluate how the internet has changed hotel marketing. 2|Page ï‚ · ï‚ · ï‚ · Assess the key activities involved in social media marketing. Evaluate the role of social media marketing within hotel marketing strategies. Develop recommendations for the effective use of social media marketing in hotels. 3. Literature Review Marketing Raza (2005, p 2) defines marketing as an ‘ongoing process comprising various co-ordinated activities a company must perform to develop and/or wanted product, bring it to the market, maintain it there and maximize the customers benefit.’ The customer is an integral part of the marketing process; marketersShow MoreRelatedMarketing : Marketing On Social Media Essay1428 Words   |  6 PagesMarketing on Social Media Maggie H. King Appalachian State University Currently 78 percent of United States residents have at least one active social media account. This statistic has increased nearly ten percent in the last two years, showing that social media is a critical communication tool (U.S. Statistic, 2016). Communication between businesses and consumers is vital for companies to generate profit and growth. A tweet, Facebook post, Instagram ad, or evenRead MoreSocial Media Marketing Essay887 Words   |  4 PagesSocial Media Marketing BUSB 340 Assignment #1 Dr. Vernon R. 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