Improving Social Media Marketing Performance Of Medium-Sized Hotel: The Case Of Glow Penang Hotel
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Date
2015
Authors
Tan, Shin Chze
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Abstract
Social media is dramatically changing the way how businesses influence consumer behaviour. Social media marketing (SMM) has created numerous opportunities and challenges for information intensive sector such as the hospitality industry. Using the qualitative method, this study aims to understand the SMM issues faced by GLOW Penang, a medium-sized hotel in Penang and provides practical recommendations to improve its performance. More specifically, this study investigates the perception, utilization and problems of SMM for medium-sized hotel. These objectives are achieved through a series of face-to-face interviews with seven GLOW Penang employees and one social media user. Data from analytical tools such as Facebook Analytics and ReviewPro are examined to add statistical evidence to the study. The results show that the issues faced by GLOW Penang in SMM are low user engagement, management of increased social media reviews and the lack of measurement method for social media success. Further analysis reveals the root causes for these issues to be weak content, the lack of resource and knowledge, the absence of a standardized process and lack of motivation from the management to set goals for social media. The study also recommends a series of measures to improve SMM performance that includes changing post content and time, reducing number of SMM channels, creating proper guidelines and setting measurable SMM goals. The result of this study contributes to the hospitality industry, particularly hotels with limited financial resource as the challenges, situations and constraints for SMM are similar.
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Keywords
Improving Social Media Marketing Performance , Of Medium-Sized Hotel