Social media gold dust

Abstract

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Organizations, particularly hotels, often underutilize social media as a method of building a larger customer base, as well as a way of boosting advertising through user-generated content. Social customer relationship management and customer engagement are key facets to boosting social media use in an organization. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.