SOCIAL MEDIA IN HOSPITALITY
According
to Davis et al. (2010) social media is so available to anyone with an internet
connection, hospitality industry uses it to interact and share information with
other user. Social media platforms like Face book, twitter, YouTube and LinkedIn
are replacing conventional forms of internet communication like emails (Miletsky, 2010).
Hospitality
industry use social media to market themselves interact with customers before,
during stay and after the vacation. Wendy, L. (2010) stated that the adoption of social
media such as twitter, face book and LinkedIn has opened up variety of avenue
and opportunities to hospitality; it is great tool for increasing customer
satisfaction and to attract new business.
Twitter
and Face book (Davis et al. 2010) are used as word of mouth marketing machines,
happy customer will want to return to the hotel after enjoying first class
services, but they will also share their experience with others (friends and
family), customers will clamor to praises on social media and it will be the
best free marketing for the business.
LinkedIn
is a professional networking tool site for business mind to track customer’s
contacts. The fact that customer relationship management can relate to customer
directly and access their social media date this will allow them to communicate
with guest early in the booking process that provide with an excellent chance
to market services and ensure that the booking do not change (Miletsky, 2010).
YouTube
function as a public relations tool since its video sharing website. The
industry use YouTube to promote and communicate with customers and attract new
customers by providing high definition video and upload them on YouTube. Videos
could be an event about the company demonstrating or introducing new lunched
product. Once video are uploaded it will reach mass number of people, the
attention of using YouTube is to attract people to the business (Miletsky, 2010).
Wendy, L. (2010) emphasis that it
is important for hospitality to be engaged in any of the social media of the
social media activity, if not engaged it means they are missing out huge
opportunities in digital market. The industry has to be involved and engaged
with by participating in online discussion, hospitality forum and review
commentary to increase awareness and build relationship with new and loyal
customers.
REFERENCE
Davis, B., Wood, A.L., & Stone,S. (1998). Food
and Beverage Management 3rd Edn. Oxford: Heinemann
Miletsky, J. (2010). Principles of Internet Marketing: New Tools and
Methods for Web
Developers. Course Technology, Cengage Learning.
Wendy, L. (2010). "The Effects of social media networks in the
hospitality industry" UNLV Theses/Dissertations/Professional
Papers/Capstones. Paper 693. (Accessed 19 March 2014)