Hotel social media metrics: The ROI dilemma.
Journal article
Michopoulou, Eleni and Moisa, Delia Gabriela 2018. Hotel social media metrics: The ROI dilemma. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2018.05.019
| Authors | Michopoulou, Eleni and Moisa, Delia Gabriela |
|---|---|
| Abstract | This study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive. This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively. |
This study offers a perspective of social media performance measurement techniques adopted by hoteliers, with a focus on financial returns. The research adopted a qualitative approach, data was collected through semi-structured, open-ended interviews. Findings indicate that ROI is understood as an umbrella concept, where engagement rates, customer response and volume of likes and comments are most important. However, the element of ROI in the form of financial outcomes derived from social media remains elusive. This research contributes to social media adoption literature by investigating current social media measurement practices within the hospitality industry. While hotel managers employ diverse strategies for social media deployment, the focus on the effectiveness of these strategies is questionable, particularly considering financial metrics. This study presents key metrics currently used, but more importantly highlights which aspects of social media performance measurement are neglected and the gap they create in assessing social media strategies holistically and effectively. | |
| Keywords | Social media; Metrics; Hotels; Return on investment (ROI); Marketing |
| Year | 2018 |
| Journal | International Journal of Hospitality Management |
| Publisher | Elsevier |
| ISSN | 02784319 |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.ijhm.2018.05.019 |
| Web address (URL) | http://hdl.handle.net/10545/622762 |
| hdl:10545/622762 | |
| Publication dates | 11 Jun 2018 |
| Publication process dates | |
| Deposited | 15 Jun 2018, 15:17 |
| Rights | Archived with thanks to International Journal of Hospitality Management |
| Contributors | University of Derby and Manchester Metropolitan University |
| File | File Access Level Open |
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