Course description
Social media are changing the way we do business and how leaders are perceived, from the shop floor to the CEO suite. But whereas the best businesses are creating comprehensive strategies in this area, research suggests that few corporate leaders have a social media presence--say, a Facebook or LinkedIn page--and that those who do don't use it strategically. We are going about the way we measure the return on investment in social media completely backwards. Effective social media measurement should start by turning the traditional ROI approach on its head. That is, instead of emphasizing their own marketing investments and calculating the returns in terms of customer response, managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers' brands. 

Course objectives

• Assess Social Media strategies and applications, including online marketing, search engines optimization
• Discuss the significance of Web 2.0 content and social networks in E-Commerce
• Differentiate electronic marketplaces and give examples of social media products and services
• Assess the social media investment and measure the ROI
• Categorize advantages and disadvantages of different social media strategies
• Discuss Mobile / Local Advertising as a trend in hospitality industry advertising

Course Outline

 - Social Media Objectives / Drive Social Media Metrics
 - The Challenges and Opportunities of Social Media
 - Marketing Spend on Social Media
 - Metrics for Social Media Applications
 - Social Networking Strategies /Web 2.0 and Social Media
 - Mobile/ Local Advertising for Hospitality Industry
 - Launching an Optimized Social Media Campaign including Mobile Advertising Campaign