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Social Media Metrics and Analysis

In: Social Media Marketing in Tourism and Hospitality

Author

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  • Roberta Minazzi

    (University of Insubria)

Abstract

Information Technology progress and Social media spread, as well as Mobile Social Media development, examined in previous Chapters, contribute to the increasing availability of a large amount of multimedia structured and unstructured content about customers and prospects (called “Big data”). Travel organizations able to gather, analyze, and interpret this information have the opportunity to enhance customers’ knowledge, and consequently, to improve service differentiation and personalization. The synchronization with various target markets allows creating a competitive advantage and increasing financial and operational performance. Therefore, a key issue turns out to be the definition of the most appropriate social media metrics able to evaluate social media performance and, if combined with other measures, to support and improve business strategies.

Suggested Citation

  • Roberta Minazzi, 2015. "Social Media Metrics and Analysis," Springer Books, in: Social Media Marketing in Tourism and Hospitality, edition 127, chapter 0, pages 137-163, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-05182-6_6
    DOI: 10.1007/978-3-319-05182-6_6
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    Cited by:

    1. Răzvan ONU, 2018. "Advertising and Promotion in Rural Tourism in Romania. A Content Analysis of Social Media Advertisement. Case Study," Book chapters-LUMEN Proceedings, in: Carmen NĂSTASE (ed.), The 14th Economic International Conference: Strategies and Development Policies of Territories: International, Country, Region, City, Location Challen, edition 1, volume 6, chapter 22, pages 241-254, Editura Lumen.

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