Write a Review the Impact of Social Media Platforms on the Hospitality Industry.
Social Media is a computed-mediated technology which enables the sharing of ideas, information, career interests, etc. the demand of the social media is increasing day by day in hospitality Industry across the world (Fuchs, 2017). There are many businesses that have started using social media for enhancing the customer usage rates. The social media channels are utilized for marketing and making bookings by the customers. There is an increase in the time spent by digital customers on social platforms that are the reasons behind the implementation of the social media technology by companies. The report includes the impact of social media on the hospitality industry.
Opportunity and threat analysis
With the development of stages such as Facebook, LinkedIn, YouTube, and Twitter companies found open doors for outstanding access to the visitor. Since web-based social networking is so accessible to anybody with a web association. It helps Hospitality industry to expand their image mindfulness and inspire coordinated criticism from their customers. Social media also provide brands an advantage to compete with the competitors (Lim, 2010).
Hotels and tourism companies are facing issues related to the customer engagement this is one of the major challenges which have become a threat to the hospitality industry. With the enhancement in the use of the social media, rivals of the organization became a leading threat for the organization (Quach, 2017).
Use of different social media platforms in different departments/functions
Social media consist of different platforms such as Facebook; this social networking site helps in connecting friends and relatives. This facilitates them to share photographs and links with each other. With the help of this, there can be easy sharing of photos of hotels along with the reviews (Davenport, Bergman, Bergman, & Fearrington, 2014). LinkedIn; this social platforms connect one person to the trusted contacts and make them share the knowledge and experience. A customer gets to know more about the hotels and places where they can go for a tour. You tube; this is the platform where an individual can upload, share, view video. Through this platform, the customers can share their experience which enhances the attraction towards the particular brand. This helps in increasing the brand value, enhances the opportunity, generates demand for the services, etc.
Importance of social media platforms for current and potential customers
Social media platforms play an important role for potential and current customers. Internet access is increasing in the world; this allows people to get connected with each other. It is very convenient for the customers of the hospitality industry to get the details from social platforms. Though there are some of the companies that provide free access to the social media, the customers don't have to pay any amount or don’t have to subscribe. Potential customers can fetch details from wherever they want even they can access different platforms.
This platform can provide the facility to current and potential customers to get connected with the updates related to the business brands which help the customers in making a right choice (Agarwal, 2015). The social media platforms provide the customers a way to check out the reviews of the hotels and tour companies so that they can easily make their choices according to their demands. One negative review for the company can create a bad image of the company. To maintain brand image, companies provide delight services to the customers so that customer can share their memorable experiences with their friends and relatives.
Use of different social media platforms to engage with current and potential customers
Different social media platforms help in engaging current and potential customers. Businesses try to find out the opportunity with the help of which they can increase the engagement of the customers. Customers don’t want to know about the internal operations of the company, but they do want to know about the services hospitality industry is providing (The Guardian, 2017).
You tube- this platform tries to engage most the customer. On you tube, videos shared by the people can be checked by the potential customer. Before the particular video, an advertisement comes which includes the advertisement of the hospitality industry which can occupy the customer’s attention.
Facebook- This is most common social media platform which engages a large number of potential customers. Whenever customers use Facebook he/she finds check in of different friends and relatives. Apart from this, on Facebook, we can see the suggested app which seems to be attractive.
Strategic management of social media in hospitality businesses
In the hospitality industry, proper strategic management of social media should take place. Strategic management includes formulation and implementation of goals and objectives formed by the top management of the company (Hill, Jones, & Schilling, 2014).
(Source: Social Media Optimization, 2017)
The above image clearly gives an idea of social media platform and what all functions they perform. The strategies formed by the company are based on the social media platforms. Businesses make the budget estimation of the amount company need to be spent on the social media. The top management decides on which platform they would like to give advertisement based on the measuring social media buzz (Beohar, 2017). Top management also evaluates the website lead and revenue generated before forming any strategic goals and objectives of the company. Though, ROI is difficult to be evaluated from the social media platform. For this businesses check the number of lead they got from the social media platforms. Top management also makes a decision related to the time, which includes the time period for which company wants to keep the advertisement on the portal
In the hospitality industry, businesses should make proper strategic plans and policies which help the company in getting success in the market. Companies can make a separate page on Facebook which enhances the awareness among the potential customers. This can be a competitive advantage for the businesses. Rest the hospitality industry is going correctly in taking the advantage of the social media platforms.
The report includes the details description about the impact of the social media on the hospitality industry. The usage of the social media platforms by the hospitality industry is increasing day by day. Not only social media plays an important role for the business but it also helps the customers; in enhancing the knowledge about the hospitality businesses. It also consists of the recommendation considering the hospitality industry.
Agarwal, H., (2015). Why You Should Use Social Media for Your Business. Viewed on 20th August 2017. https://www.shoutmeloud.com/benefits-of-using-social-media-for-business.html
Beohar, A., (2017). Social Media Strategies for your Hotel. Viewed on 20th August 2017. https://www.hospitalitynet.org/opinion/4076859.html
Davenport, S. W., Bergman, S. M., Bergman, J. Z., & Fearrington, M. E. (2014). Twitter versus Facebook: Exploring the role of narcissism in the motives and usage of different social media platforms. Computers in Human Behavior, 32, 212-220.
Fuchs, C. (2017). Social media: A critical introduction. Sage.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach. Cengage Learning.
Lim, W., (2010). "The Effects of social media networks in the hospitality industry". UNLV Theses, Dissertations, Professional Papers, and Capstones. 693. Viewed on 20th August 2017. https://digitalscholarship.unlv.edu/thesesdissertations/693
Quach, J., (2017). Social Media Marketing in the Hotel Industry: Trends and Opportunities in 2017. Viewed on 20th August 2017. https://www.hospitalitynet.org/opinion/4083877.html
The Guardian. (2017). How to use social media to understand and engage your customers. Viewed on 20th August 2017. https://www.theguardian.com/media-network/media-network-blog/2013/mar/13/social-media-customer-engagement