Hotel social media metrics: The ROI dilemma [Summary]
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In order to be successful in social media marketing in the hotel business, it is recommended for hotel management to set up a structured human resources formant and define specific tasks by allocating the necessary time. Moreover, hoteliers should set up possible goals and comply with the overall organization’s goal. For social media vendors, it is suggested to develop special features that can help hoteliers understand the social media ROI in the context of various platforms and customize their service and products better. It also would be helpful to implement consulting services and exact metrics for profit calculating in advertisement and marketing campaigns.