Get off the social media merry-go-round with social commerce | By Alessandro Inversini and Hilary Catherine Murphy

Synopsis

Most social media campaigns designed to engage with customers are unsuccessful, write Alessandro Inversini and Hilary Catherine Murphy, both of the Ecole hôtelière de Lausanne, failing to generate brand awareness and, in most of the cases, any financial return on the investment. How can hotels avoid this? Try “social commerce” instead, the authors suggest.