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ABSTRACT:
Social media is a medium for social interaction, using highly accessible and scalable
publishing techniques. Key element of social media is building `social authority’ which in
turn is developed when an individual or organization establishes themselves as an
"expert" in their given field or area, thereby becoming an "influencer" in that field or area.
Social Media has become not only a critical tool to interact with customers, but is also a
key element that impacts organic search rankings for one`s enterprise. Social Media helps
facilitate conversations between individuals and not companies. Once a sense of what
people are talking about is discovered, one can harness the material to his own advantage.
The era of consumption is over. The era of sharing has begun in earnest. Social Media is
the new mainstream.
ACTION PLAN
At the start of the plan, we have first bifurcated the target audience in segments:
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Comprehensive Social Media Strategy Plan
Corporate clients.
Goals of organization
• Increased revenue and profit
• Customer Satisfaction
ACTION DEALS
• Create a community.
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Photo Sharing
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YouTube
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After gauging and assessing our performance on the above mentioned verticals by using
these tools, we need to determine if our goals are being met and till our satisfaction. Only
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if we feel that we are on the right track, we need to continue with the same measures.
However, if we observe that the response has been below our expectations, we need to
follow it up with the next stage.
o SOCIAL BOOKMARKING
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o INTERRUPT MARKETING
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o There are 2 different levels at which we can measure the success of our
social media strategies :
Measuring Social media Buzz
Other tools also available, like on face book you can track how
many visitors are visiting your site, number of clicks on the videos
and blog or comments that the visitors are leaving on the site.
Measure the leads generated from the social media channels using
analytical tools and determine how many visitors from the media
channels went into your booking engine. Using your conversion
ratios, we can estimate the ROI from the media channels.
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Conclusion:
Social Media is an integral part of the real-time search algorithm. Social media creates real
connection between companies and customers, and that connection equals purchase intent.
Ongoing connection and relationship with your customers will eventually turn them into a
volunteer marketing army. Make sure that social media is an integral part of your overall
marketing plan. The big question for us as hoteliers is whether we wait until then, when several
of our competitors are ahead of the curve or do we invest today in the media that is bound to be
the future of internet marketing. Hoteliers, who want to be ahead of the curve, should invest
today in the media that is fast emerging as the future of internet marketing.
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