ABSTRACT
294Social media is a valuable tool to engage with the customers. The emerging media landscape has provided new opportunities for the consumer connect. It has altered the manner in which consumers search for information and make their decision choices. The academic literature along with the technology literature available from vendors in public domain has been synthesized to present the opportunities and challenges for hospitality sector. This chapter ponders over the importance ofsocial media and how businesses can interact, engage and participate with the online users. It suggests the ways and means to enhance customer acquisition, customer development and retention. Customer opinions and evaluation of services can be used for collaboration and co-creation of products and services. It also highlights the challenges in quantifying social media’s influence on the customers. The case studies illustrate the social media measures adopted by various hospitality organizations for consumer engagement. These can provide insights to others to emulate the best practicesand develop a sustainable social media strategy.
