Needless to say that Facebook and Twitter, and all the social media have become relevant communication tools. It seems to be obvious that the web-visibility, search engine optimization, attractive and easy-to-use websites are points for all business managers to be cautious about and attentive to. Indeed, in our globalized economy, in which the circulation of information, money and people goes very fast, communicating via an adapted medium is crucial. So is the Internet. As in real life, the Internet provides places where web-visitors can relate and freely and instantaneously share information from every part of the world. The most popular places are called Twitter and Facebook, which have thousands of billions of users who continuously interact and form a global network. This network has acquired much power and influence, as seen in the case of the Arabic revolutions in Tunisia, Egypt and Libya, on which Facebook and Twitter had a major role as a communication channel to prepare and build the rebellion.
Thus, concerning businesses in which exchange and interaction are fundamental aspects, like touristic activities, there is no denying that social media must be taken into account very seriously. This statement is all the more true as tourism in all countries is mainly composed of incoming visitors who often get information about destinations, attractions, accommodations, etc. via the Internet only. For instance, during the snow crisis in the United States, in December 2010, social media were instrumental in informing people of what was going on. Among others, Twitter was used by Virgin Atlantic’s to update messages and posted from an average of 12 tweets per day to 460 tweets on 21 December. Therefore, it is common sense acknowledging that using Facebook and Twitter to share information and generate business has become essential nowadays.
Nonetheless, it appears that the utility of using those social networks is still in discussion among tourism professionals. Indeed, the Tourism Industry Council of Australia highlighted the fact that only 11% of tourism operators in South Australia proposed an online booking option. Moreover, the Council warned last week about Australian tourism companies slowness to update their practices and get to use social media, which are mentioned as “vital” by the Institution. Meanwhile, many employees in the tourism field show themselves sceptical about the benefits of Facebook and Twitter. Such a delay in the effective adaptation of those companies to modern communication and business tools could be regarded as a sign of laziness, hostility towards new technologies, difficulty to catch up with constantly evolving technology-based practices, or reluctance to invest money and time in such activities. All those bounds are commonplace. Anyway, the point is how to go against this negative trend that penalizes both customers and companies? Information and training may be the first step for tourism companies to figure out how crucial social media are in the tourism industry.
References:
Travelmole guest comment: Are you ignoring social media? - Travelmole, Paul Richer (Senior Partner Genesys – The Travel Technology Consultancy) - 18 February, 2011 – link: http://www.travelmole.com/stories/1146469.php#
Tourism 'slow' to embrace social media – 23 February, 2011 – ABC News, Damien Larkins – link: http://www.abc.net.au/news/stories/2011/02/23/3146273.htm?section=business
Why not call it a Facebook revolution? - CNN.com, Chris Taylor - 24 February, 2011 – link: http://edition.cnn.com/2011/TECH/social.media/02/24/facebook.revolution/
Pictures retrieved from:
http://www.facebook.com
http://www.twitter.com
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