Managing Social Media and User Reviews
With consumers becoming increasingly sceptical, Social Media channels have rapidly emerged as a critical source of unbiased information for travellers. Blogs, Social Networks, video and photo sharing sites, as well as User Review sites such as Tripadvisor.com, are capturing an increasing share of consumer time, and have become highly influential in travel planning. Managing your reputation on these channels has thus become a critical issue, yet few hotels are currently successful in doing so in a systematic and strategic manner.
Managing Social Media and User Reviews
Using the Social Media Management Continuum (from Monitoring through Presence and Activity to Engagement) as its framework, this module helps participants exploit Social Media channels for marketing, promotion and customer relationship purposes.
For each system, understanding is enhanced by practical advice, useful tools and illustrated with examples of industry best and worst practices.
Managing Social Media and User Reviews
• Differentiating between traditional marketing and Social Media
• Leveraging Social Networks such as Facebook
• Developing a blogger outreach program
• Leveraging video and photos
• Managing your Tripadvisor.com ranking
• Responding to, and managing, user reviews on Tripadvisor.com, Online Travel Agent sites and elsewhere
• Practical tools to help you manage your reputation
• Putting it all together- a roadmap for future action
Managing Social Media and User Reviews
Level
Intermediate (Department Head to General Manager)
Managing Social Media and User Reviews
Peter O'Connor is Professor of Information Systems at ESSEC Business School France, where he also serves as Academic Director of Institute de Management Hotelier International (IMHI), Europe’s leading MBA program in international hospitality management.
He holds one of the first Doctorates to focus on the application of e-commerce to travel and tourism. In addition to his textbooks on this subject, he is the author of countless articles in both the academic and trade publications; is regularly quoted by the international press and consulted by investment companies and private equity firms on developments in the European travel e-commerce arena.
In addition to his work as an industry analyst, Dr. O’Connor’s has also worked with managers from a large variety of travel industry clients to help shape their electronic distribution and electronic marketing strategies.
