ABSTRACT
The emergence of new technologies challenges existing marketing paradigms. It requires innovative approaches to take advantage of marketing opportunities provided through technological capabilities. The need to strategically think about the implications of technological change in relation to marketing activities was not always recognized and led to an application of old ways of doing things in the new marketing environment. Such changes in technologies and the resulting challenges for marketers have a great impact especially on destination marketing organizations (DMOs). The social media efforts of these DMOs will be described in detail and compared to the framework of social media marketing opportunities established in the beginning of the chapter. The concepts and approaches presented above described general assumptions that should guide social media marketing efforts. Co-creation and consumer feedback are essential components of a successful social media marketing strategy. The chapter presents a case study with a concrete example of how such co-creation can be structured.
