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Marketing Essentials for Independent Lodging by Marie Lanier, Pamela Lanier

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CHAPTER 11

Your Social Media Presence

As the world becomes increasingly interconnected through the Internet, the vast majority of the population now expects businesses to have a social media presence. Using technology is now a part of their overall “experience.” They use the Internet for pre-trip planning, sharing photos of their holidays, communicating with friends and family back home, and leaving feedback. Increasingly, travelers are distrustful of traditional, paid media and are so turning to the Internet and social media as their digital source of word-of-mouth information.

People online are talking about your business whether you choose to listen or not. By effectively managing your social media presence, you have the ability to effectively ...

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