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Erika Song Jian Huang

Social Media Marketing: Do You Know Everything?. Erika Song Jian Huang. The Pennsylvania State University School of Hospitality Management. 1. How to choose and use social media sites that reach out to hotel consumers. Objectives.

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Erika Song Jian Huang

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  1. Social Media Marketing: Do You Know Everything? Erika Song Jian Huang The Pennsylvania State University School of Hospitality Management

  2. 1. How to chooseand usesocial media sites that reach out to hotel consumers Objectives 2. How to measure and analyze social media performance 3. How to determine whether social media management should be outsourced

  3. Choose Based on… Social Media Marketing Industry Report 2013

  4. Use Your Sites for… Hosting Traditionally... Further... Better... Interacting Posting Build Relationships That Last

  5. “I am able to measure ROI for my social media performance.” Only about 26% of businesspeople agreed that they are able to measure their ROI for social media performance. Define “Return” in ROI: Customer Interaction Tweets “Multiplier” Method 1 Sales Prediction Equation Method 2

  6. How to Analyze… Method 1 Method 2 Suppose... Discount room rate posted on Twitter 1 Million followers 1% of followersclick 2% of clicks buy 200 Rooms

  7. Pros Cons Outsourcing Social Media Management • Bigger Platforms • Less time-consuming • Expertise: professional staff • Expensive • Information biased: Misunderstandings and delay of information.

  8. Social Media Management CompaniesRanking Top Ten based on… • Reputation and experience • Social media distribution • Monitor and report • Support • Plans and pricing Social Media Service Review-Top Ten

  9. Wrapping it Up… Measuring and Analyzing Why and How? Why measure Define “R” in ROI Analyze Tweets Multiplier Prediction Choosing and Using Evaluating and Deciding Choose… Importance Commonness Satisfactory Use for… Posting Interacting Hosting Decide… Pros Cons Top ten Ranking Thank You

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