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Importance of social media on hotel brand recognition
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Within the industry, YouTube has become one of the most influential ways to promote services, the environment of the company, as well as feedback and travel experiences from a variety of customers. Public Relations practitioners are starting to avoid pitching to reporters and going directly to consumers. It has been reported that YouTube is likely to serve more than 75 billion video streams to around 375 million unique visitors during 2009 (Jantsch). YouTube makes it accessible for customers and a variety of individuals to post comments and like or dislike videos, making sure the right message is always uploaded. YouTube also offers travel companies a number of opportunities to increase awareness, which demonstrates thought leadership and drive for new business (Pergolino).
YouTube plays a vital role in transmitting messages to the public. Hotel and Airline companies have used YouTube to acquire a variety of customers or many people who show interest in their services. YouTube allows quick and easy browsing with the use of channels. This allows the public to gain an insight on the company and their environment. Hotel and Airline channels have the ability to obtain millions of viewers if a message is conveyed creatively and effectively. Jamie Izaks, PR Manager for Hyatt Hotels Corporation, states, “You have to be creative. I certainly wouldn’t put up traditional PR material such as video news releases or conventional interviews. You need to strive for something that is both promotional and entertaining” (Cobb). With YouTube, it is easy to host videos on websites by using links and embedded codes that YouTube provides (Pergolino). An array of YouTube videos has created a buzz since the founding of YouTube in 2005 (Chen, Hurley, an...
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Chen, Steve, Chad Hurley, and Jawed Karim. YouTube. N.p., Feb. 2005. Web. 2 Dec. 2011.
Cobb, Chris. “YouTube and Beyond: How PR Pros Discover and create buzz with online video. (cover story).” Public Relations Tactics 13.6 (2006): 21. MasterFILE Premier. Web. 15 Nov. 2011.
Guth, David W., and Charles Marsh. Public Relations A Values Driven Approach. 5th ed. Boston: Allyn & Bacon, 2011. 337-354. Print.
Jantsch, John. Let's Talk: Social Media for Small Business. 2nd ed. N.p.: Microsoft Office Live Small Business, 2009. 4-7. Web. 2 Dec. 2011.
King, Brandy, perf. " Response to Unruly Passenger Behavior." YouTube. Nuts About Southwest, 26 Feb. 2008. Web. 2 Dec. 2011.
Pergolino, Maria. The Definitive Guide to B2B Social Media, A Marketo Workbook. N.p.: Marketo, Inc., 2010. 27. Web. 2 Dec. 2011.
Newsom, D., Turk, J., & Kruckeberg, D. (2013). This Is PR: The Realities of Public Relations
Using leaders of YouTube with a large subscriber base and grouping them together for a joint effort media campaign, is proving itself very innovative. An excellent example is Hannah Hart, DailyGrace and Mamrie Hart collaborating for ‘movie night” where they get together and watch a movie on Netflix and discuss, they ask you to get a membership with Netflix (using offering a coupon code to get a free month upon subscribing to their youtube channel) and everyone watches together in real time, their request reaches around 670,000 views. This also leads to a discussion on Facebook and Twitter about what they just did. It’s like having a personal movie theatre with all of your online friends.
4) Viral-Quotient per Content (Any Media) - Most popular YouTube video was viewed 200,000 times. On an average, a video was viewed 1600 times. This builds upon the idea of Customer engagement, and Content distribution in the social space, that relates heavily to the very purpose of such a campaign. Also, this entire communication was user-generated, so the message didn’t look, at least to say, to be coming out in the form of ‘Company Promotion’.
A. M. Kaplan and M. Haenlein, ‘Users of the world, unite! The challenges and opportunities of Social Media’, Business Horizons, vol. 53, no. 1, 2010, pp. 59-68.
Gallaudet University. (1997). Public relations Gallaudet University: The beginnings. Gallaudet University, 1-17. Retrieved from http://pr.gallaudet.edu/
Video marketing is the use of videos to market or promote a brand, service or product. A video is a more vivid, lively and memorable presentation of the marketing message, which results in enhanced search engine ranking, more conversions and click through rates, and better sales. Depending on their marketing plans and goals, companies can use live event videos, customer testimonials, explainer videos, how-to videos, entertainment (viral) videos and corporate training videos, among others, to pass their brand messages more persuasively, briefly and effectively. Today, online video marketing has become popular because it is cheaper to implement and the videos can be distributed on channels like YouTube with amazing ease.
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
In marketing sector, social media tools impact hoteliers on making decision on marketing strategies. In fact, social media can provide vary of channels to promote and distribute hotels products and services (Rosman & Stuhura 2013). In a word, using social media as a marketing tool can bring many benefits like direct consumer communication and brand awareness, so that to generate revenue as a final
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
What is Public Relations (PR)? PR is difficult to define because it encompasses so many areas and today has developed into a multi-million dollar industry influencing all aspects of our lives (Adams et al, 1999). However, it is important to be able to compare and contrast the various definitions in order to have a complete understanding of what public relations is and how it is used. The public is a large population to consider, making it easier to understand why it is so difficult to define PR. Along with a large population come many perceptions, beliefs, ideas, and opinions, all influences on PR. I define public relations as the act/s used by individuals, corporations, and groups to influence ones opinions and/or decisions about a product, idea, person/s, company/s, etc. and the public. Robert L. Heath defines PR as functions of management/supervisors that foster an organization's ability to strategically listen to, appreciate, and respond to those persons who's mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values (Health, 2007)'.
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
Mogel, Leonard. Making it in Public Relations: An Insider's Guide to Career Opprotunities. Web. Prod. Lawrence Erlbaum Associates. Mahwah, 2002.
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
To promote destinations and build their unique touristic image, DMOs have started using social media as a destination marketing tool. It helps them have a better understanding of how tourists from around the world perceive this touristic destination and build marketing strategies on that basis (Neuhofer et al., 2012 as cited by Kavoura and Stavrianea, 2015) . Social media also help DMOs interact with the tourists and build and maintain online relationships with them which would attract them more to the destination and ensure their loyalty on the long term (Page, Buhalis and Hays,