Social Media

It is now accepted that there is a revolutionary change occurring online- as we move into the new world of a user generated and controlled Web. While the first decade of online development was devoted to amassing and categorizing content online, the focus now is on making this content function for individuals and businesses.

In tourism terms the web has become a business environment a platform upon which information is used to drive billions of dollars in international revenue. In addition, the ability to now easily share and publish content outside of the limits of a website has meant that online is fast becoming a new dominant form of broadcast media, through the proliferation of User Generated Content (UGC)- blogs, reviews, photos and video created by consumers and shared online. It is now estimated that within the next 3 years 70% of all content online will have been generated by individual users.

The rise of powerful social networks and sites such as Facebook, Youtube and Twitter have created popular, easy and accessible means for users to share, discuss and talk about content. This “social networking” is the driving force behind the new participatory web- the means by which individuals form groups and share their experiences, information and resources online.

This information is tailored to the users individual interests and needs and can be accessed, consumed and shared through a variety of media, personal computers, online TV, handheld devices, PDAs and cellphones.

This combination of highly personalized media offering direct sales is creating an environment in which the web is a tool for everyday use that can deliver a world of choice that can be rapidly streamlined to give the individual exactly what they are looking for, available immediately and accessible online.

The implications for tourism are of major importance. Travel experiences have become one of the most popular subjects for blogs, and for new media as travel videos and photos are shared through social networks. This consumer-generated content is widely regarded as more credible, un-biased and popular than content produced by tourism suppliers or Destination websites.

Our conferences and training look at the new media and examine the challenges and opportunity it presents for tourism. We give examples of how these networks can be engaged and consumer generated content can be used as a marketing tool.

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