Social media

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Social media can make or break a brand and few industries have had to wrestle with the implications of our social era more briskly than hospitality. Customer perceptions can change in as little time as it takes to read the headline of a bad review on TripAdvisor. But the social world is a two-way street, with attentive brands successfully engaging with customers and earning new ones in the process.

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LinkedIn has long been known as the place to network and find a job. In the past few years it has broken that mold and turned into a community of top professionals looking to share insights and build stronger businesses. 

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The word “virus” comes from Latin and indicates poison or other harmful substances. Many viruses are harmful to the human body, making us sick and in some cases killing us. “Virus” is also a term we use to indicate a malicious piece of software that has invaded our computers, making them run inefficiently or installing malware that can steal our personal information and give it to criminals who want to steal our identity. Interestingly, “virus” is also the term we use to indicate an internet meme or particularly cool and catchy piece of the web that gets passed along through email and social networks—like a virus.

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Although Robert Frost found that taking the road less traveled made all the difference, your social media marketing campaign should help everybody find that same road and it should lead directly to you. Any good marketing campaign defines points of entry and channels of acquisition, and your social media campaign should be no less complicated.

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In 1985, Sally Field won the Academy Award for Best Actress in a Leading Role for “Places in the Heart.” During her acceptance speech, she uttered the now famous lines, “You like me, right now, you like me!” Often quoted as, “You like me, you really like me!”, this has become an oft parodied line at award shows as well as on TV and in the movies. Today, the word “like” has taken on a whole new meaning. Not only can people “like” you (enjoy being in your company), but they can “like” what you say and do in social media. And the same is true for brands and companies.

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If you fell asleep in 2005 and just woke up, I have some news for you: social media has taken over the world. People connect with each other all over the world in real-time and in ways that were never possible before. Social media has become a huge factor in political campaigns, political revolutions, dating, and marketing.

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Gigya, what we’ve referred to as the ‘Swiss Army Knife’ of social plugins, continues to offer new features for making websites social that align with client needs and the latest trends and innovations. Early to the social scene in 2006, the platform was a trailblazer in a sea of individual plug-ins and remains so today leading the social CRM pack with a lion’s share of impressive clients to show for it.

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HootSuite is no stranger to those who keenly follow and use social media each day. Its intuitive social media dashboard offers users the ability to monitor and post to a plethora of social networks while tracking over 30 analytics along the way. Better yet, the platform’s unrivaled team collaboration features have won the affection of many enterprises seeking to align their social strategy with the help of multiple employees.

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This article is part of a series titled “Social Success Stories” in which we explore social media successes by platforms and organizations.

Gone are the days when corporate websites acted as walled gardens that worked independently from one another and from their users. Brand discussions, loyalty and trust are now cultivated on Facebook and Twitter rather than on proprietary websites.  It’s little wonder why. In one recent study, 71 percent of consumers cited product reviews from friends and family as the primary influence on their purchasing decisions (Booz & Co, 2011). Statistics like this have lured brands large and small to the social space where conversations take place and brands are now defined.

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Finally Facebook has become a platform for asking those important life-changing existential questions—why are we here? What is the infinite nature of the universe? Is Justin Bieber's new haircut too short?

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