ABSTRACT
One of the major Web trends over the last few years has been the emergence of a wide range of Social Media Monitoring (SMM) tools. Used effectively, these tools can deliver two main business benefits to travel, tourism and hospitality organisations. First, by monitoring online brand conversations, SMM tools can deliver real-time actionable insight leading to more effective online brand reputation management. Second, by monitoring the overall ‘buzz’ being created about a brand, the use of SMM tools has become essential to measuring social media performance, business impact and return on investment.
