How to use social media monitoring for service and sales in travel

For me, stories are the best way to learn how new technology is relevant for my situation. I can learn from someone’s experiences by transferring their approach to the context of my business.


Facebook page? Check! Twitter account and dedicated hastags? Check! Competitions, discounts and giveaways? Check! Any real, measurable and abundant ROI from social media campaigns? Erm, guys?


Perhaps now is the time to rethink how to marry the online world with the on-the-ground existence that previously served the travel industry so well.


In the first article in this series, we looked at general trends on the social web, the second article talked about trends with reviews and consumer-generated content.


In the first article in this series, we looked at technologies that were important in the past year, and how they might play a big role in the year ahead.


While online reviews understandably receive a lot of attention in the hotel industry from a reputation management perspective, there is another use that is equally important: setting the direction of your marketing and advertising campaigns.


User review giant TripAdvisor has always said the majority of reviews on the site are positive – but a massive piece of data mining has also found independent proof.


Landmark deal for Barcelona-based startup ReviewPro after securing a deal with Sabre Hospitality Solutions to provide reputation management services to hotels.


Clarabridge is the latest company trying to capitalise on what appears to be a growing need from travel and tourism companies to understand reviews and feedback by customers.


About a year ago, we began looking at the competitive landscape of Social Media Intelligence (SMI), aka Social Media Monitoring, tools to advise a software company’s strategy to build its own service.


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