ABSTRACT
This chapter examines the social media phenomenon as it affects the hotel sector. The concept of social media is introduced and its importance for successful hotel operations is stressed. A concrete five-step process for managing social media is then outlined to help practitioners profit from the explosive growth of this challenging media. It explains the growing importance of social media as a credible source of information for consumers, recognising ways in which social media offers great potential for hotels to develop deep and meaningful relationships with their customers. It identifies and describes five key steps in successfully managing social media as a customer communication and relationship channel and exemplifies processual aspects of each of these five steps as directed to developing customer relationships. The widespread acceptance of social media as a credible information source has fundamental implications for hotels.
