Transcript Social media_SilvenaDencheva

Social media and its application in
hospitality
Silvena Dencheva, Ph.D.
Assist.prof. in VUM-Varna
Social media is the generic place
where users are publishing the
content that they have created
themselves and sharing that content
with the masses through the virtual
environment (Weber, 2009).
According to Armstrong & Kotler (2007) traditional advertising is not
able to be personalized, and relies heavily on one-way-communication
with the audience. While social media is an online connection network
consisting two-way interaction for the blogs, e-mails for consumers,
company discussion boards, chat rooms, consumer product, service
review websites, internet discussion boards and forums.
Categories of social media
• Jobber & Chadwick (2013) claim that the media
deserves to be also separated in four categories:
a. social community media (e.g. Facebook, LinkedIn);
b. social publishing media (e.g. YouTube, Pinterest);
c. social commerce media (e.g. TripAdvisor, Groupon);
d. social element media (e.g. Come2Play, Zynga).
Types of social media
• SNSs - According to Mayfield (2008) the most popular type
of social media
 Facebook, LinkedIn, Myspace and Bebo - The most famous
SNSs
• Weblogs or Blogs - are like online journals with different
topics, allowing individuals to discuss different issues.
 Example of a famous blog directory is the
Huffingtonpost.com which exists since 2005
Types of social media
• Combination of the two types of social media – SNSs
and Blogs emerges the idea of Microblogging.
 The most popular Microblogging example is Twitter.
 Another type is the Wiki, which allows every person to
input data as an author of editor.
• Most useful types of social media in the academic
related spheres are the Forums or Message Boards.
• Forums – virtual learning space that shares common
interests and topics. Thomas (2002)
Content Sharing
= between 1 billion
Online Content Sharing =7/24 information flow
Feedback
= customer interaction
Promotion chance
+ increasing popularity
• Vander Veer (2010) claims that
Facebook combines the best of the
online forums and groups, blogs,
shared photos and more.
• In 2014, Facebook was ranked as the
most popular social network
worldwide with the US market share
of visits equal to 45.78%, where the
absolute number of 1 % visits of
market share is approximately 36.8
million visits (Google, 2014).
USE OF FACEBOOK
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INCREASING THE BOOKING RATE
INCREASING THE POPULARITY
LOW COST MARKETING TOOL
INCREASING THE GUEST SATISFACTION
PRESENTATION OF THE HOTEL
EVENTS
EASY RESERVATION OPPORTUNITY
- Hotel promotions can be used as a marketing tool by
increasing the followers of the Facebook page owned
by the hospitality enterprise.
-Users of Facebook is
increasing by time.
-Facebook can be used to
reach a large audience within
short time. Mobile
application will allow clients
to reach to the hotel easily.
References
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