HSMAI Social Media for Hospitality

This document discusses how hospitality businesses can use social media. It begins with background on social media trends like the large number of users and time spent on sites. It then outlines 9 steps for social media engagement: 1) listen to conversations, 2) define goals, 3) find audiences, 4) understand tools, 5) define voice, 6) create a branded identity, 7) identify influencers, 8) create and share content, and 9) measure results. The document emphasizes monitoring competitors and trends, using social media to drive awareness, loyalty and reputation, and tailoring messaging to different audiences.