Naslov
Social media marketing in hotel companies: case study of an innovative approach to customer relationship management via Facebook at Maistra Inc. Croatia

Autori
Slivar, Iva ; Alerić, Dražen

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the LCBR European Marketing Conference / - München : LCBR, 2012, 1-11

Skup
LCBR European Marketing Conference

Mjesto i datum
München, Njemačka, 09.08.2012. - 10.08.2012

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
social media marketing; customer relationship management; Facebook; hotel companies; hospitality entertainment

Sažetak
Social media marketing (SMM) activities, when managed in-house, are usually performed by marketing departments. In most cases hotel companies that manage several facilities have a centralised marketing function which is therefore in charge of SMM. The main disadvantage of marketing department involvement in social media strategies of hotel companies lies in the fact that marketing is a back office function and so marketing employees do not actually know their customers. Having in mind that viral, conversational, community, and interaction – are some of the key concepts related to social media, managing these activities solely by marketers, or outsourcing them, may not be the best solution. However, hospitality has a sort of its own entertainment industry – the entertainment staff. They are the only employees whose main task is entertaining guests. Therefore, Maistra Inc. engaged its entertainment staff to complete its social media marketing strategy. This paper presents the set up and the first results of the project. The main goal of this paper is to explore entertainment staff involvement in social media marketing in hospitality as an innovative approach to customer relationship management via Facebook.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA