A Report on the Impact of Social Media Marketing on Hilton Group

This project proposal report examines the impact of social media marketing on the operations of the Hilton Group, a prominent hospitality firm. The report begins with an introduction highlighting the significant influence of social media platforms in promoting sales and services within the hospitality sector. It provides background information on the study, emphasizing how social media tools improve operational quality and showcase products to customers. The aim is to identify the impact of social media marketing on the operations of Hilton Group through a comprehensive literature review. The report explores the importance of social media platforms, their advantages and disadvantages, and the significance of effective marketing strategies. Key objectives include analyzing the concepts, significance, and influence of social media on the organization's performance and customer satisfaction. The report also provides recommendations, such as developing effective social media marketing strategies, conducting market research, and forming dedicated teams to manage social media operations. The literature review synthesizes various scholarly articles and research findings, providing insights into how social media marketing can improve the overall performance of the firm. The report concludes with a call for the implementation of proper mass networking and communication mediums to improve marketing effectiveness.

Project Proposal Report

Table of Contents
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................2
REFERENCES................................................................................................................................5

INTRODUCTION
The extensive use of social media platform have found a tremendous and effective impact
on the growth and development of a firm. Effectively, in the hospitality sector, the social media
platform in promoting the sales and services of the organisation (Bowie and et.al., 2016). This
helps the organisation to carry out the operations and action plan related to hospitality industry in
much effective way. For the proposal, Hilton Group is selected. It is a hospitality firm operating
within UK. The report will cover the influence laid by social media platforms on a marketing of
a hospitality entity.
Background of study
The social media platform will help the organisation to improve the quality of operations
and thus will improve the overall growth and performance of the organisation in much effective
way. The social media tools, in the recent time, have emerged largely as a big and prominent
tools for promoting and showcasing the details of their products and services to the customers in
much suitable manner. Thus, this product or service will impact the proper management of the
utilization of social media tools and techniques that are been taken in consideration in much
effective manner.
Context of study
The present study is been carried out within the organisation in much effective and
suitable way. The Hilton Group is on of the dominant luxury hospitality group, that operates all
over the world. As the firm is required to cater the guests from all over the world, the proper
marketing of their services and other luxurious products is required to be promoted in order to
improve the overall performance of organisation (Thach, Lease and Barton, 2016). Besides this,
it will also help the selected hospitality firm to identify the current, ongoing market trends and
develop the strategies accordingly.
Aim:
“To identify the impact of social media marketing on the operations of a Hospitality firm.
A case study of Hilton Group”.
Objective:
 To identify the ideas and concept related to social media marketing.
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 To analyse the significance of the operations and action plan that is been followed within
a hospitality entity.
 To evaluate the influence laid by social media platforms that will impact the overall
performance of the organisation to a greater extent.
Research Question
 Do you find social media platforms to be effective for the organisation?
 Is Social media platform important and effective for the organisation to improve the
company's performance?
 Are Social media platforms beneficial for imp[roving customer satisfaction level and
productivity of the firm?
Rationale:
This research, carried in the context of major hospitality enterprise, Hilton Group will
help the organisation to improve the quality of operations and thus will impact the effective
placing of the business operations in much suitable manner. This research will help us to identify
the proper placing of the social media tolls and the marketing strategies related to it in an
effective manner within the country. This will also lead the organisation to improve the
effectiveness of firm to implement them. Other than this, the research will help me to carry out
the research process and thus will enhance the quality of the hospitality or guest serving facilities
that will improve the quality of their services and thus will encourage them to come up with
more innovative and effective services that will enhance the overall market performance of an
organisation. Besides this, in brief the advantages and disadvantages and risk factors related to
social media marketing. This will contribute in the proper management of the hospitality
operations.
LITERATURE REVIEW
The proper planning of the social media platforms as the marketing tool will improve the
overall performance of a hospitality firm or enterprise like Hilton Group. This measures will help
in the proper management of business action plans and thus will lead the firm to improve the
effective planning of operations in much effective way. As per the views of (Bowen and Baloglu,
2015)his will also increase the quality of operations and thus will lead the firm to improve the
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quality of operations and thus will lead the organisation to improve the quality of their services
in much suitable and effective manner. Other than this, the organisation is required to place a
proper management of business activities and operations in much suitable way.
Social media platforms as marketing tool
In the past few years, the social media tools and platforms have increased the overall
performance of the organisation to greater extent. This will help in proper management of
business activities followed by social media platforms in much effective manner. As per the
views of Kandampully, Zhang and Bilgihan, 2015, the social media platforms like Twitter,
Facebook, Instagram, Pinterest, Tumbler etc. will help the organisation to take the suitable
measures in much effective manner. On the basis of findings of Sigala and Chalkiti, 2015, this
will help he organisation to enhance the quality of operations and thus increase the quality of
business operations. As majority of customers, current and potential, both, uses the social media
platforms, this will help in the proper management of business activities and thus will improve
the quality of business operations and thus will improve the quality of operations and thus will
improve the quality of business operations and thus will lead the firm to improve their
performance. The findings and researches of Kim and et.al., 2016, has shown that the online
marketing has seen an effective rise in recent time and turn out to be the most promising medium
for the firms like Hilton Group to identify their customers needs and thus enhance the quality of
their services to maintaining the quality standards. Also, it showcases the organisation with a
proper and effective scope of improvement that will contribute in increasing the overall revenue
and customer satisfaction level.
Advantages and disadvantages of Social Media platform
The social communication based marketing that will impact the overall operations and
thus will improve the profitability and manufacturing capability of the organisation in much
suitable and effective way. According to te views of Xie and Lee, 2015, this is required to
maintain and see through the proper management of the business operations which will impact
the suitable planning in most appropriate way. As per the assessments and evaluation processes
carried out by Kim, S. and et.al., 2015, this can be said that the proper management of Social
media platforms is advantageous for a hospitality entity like Hilton Group. This will help the
organisation to identify the suitable measures and services to meet the growth objectives carried
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out by the firm that will improve the overall operations and profitability in much suitable way.
The findings of Chung and Koo, 2015, this will improve the quality of operations and thus will
enhance the firm's performance. The proper and effective identification of the customers needs
and demands will help the organisation to enhance the quality of work and goods that is been
manufactured and offered by hospitality firm. It will prove out to be the best platform for
organisation to promote themselves and generate a positive aspects in then mindset of their
customer base. It will also increase their sales value and thus will improve the overall operations
in much suitable way. This will encourage the organisation to carry out the operations in much
suitable way that will enhance the quality of operations in much effective manner.
However, according to findings of Minazzi, R., 2015, there are certain drawbacks of
using social media platform that will hamper the core performance of the firm to a greater extent.
This will lead the organisation to take effective measures to improve the service quality in much
suitable way. Besides this, as the social media platform is well accessible to people almost all
over the world, any sort of negative marking can impact the overall revenue of the organisation
and hence, is required to maintain in proper way to have a suitable and effective growth of the
organisation to a greater level. As per the views of Palacios‐Marqués, Devece‐Carañana and
Llopis‐Albert, 2016, selected hospitality organisation is required to take proper measures of
preventing negative advertising and thus will lead the organisation to improve the quality of their
services in much effective way.
Recommendations related to usage of social media platform
As looking at the advantages and risk factors associated with usage of proper mass
networking and communication mediums or platforms for promoting the sales of organisation,
certain recommendations can be suggested that can improve the overall and core performance of
a hospitality enterprise like Hilton Group. According to the findings and assessment performed
by Sigala, 2016, this can be said that the proper and suitable and effective management of
business activities in much suitable way. First of all, this can be suggested that the firm can
develop a proper and effective social media marketing strategy is required to be discussed and
developed within the enterprise that will help selected fir to carry out its operations in much
suitable way. Besides this, effective market research can be performed using public networking
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tools that will improve the quality of operations and effectiveness of operations in much suitable
way.
Other than this, as per the findings of Kim, Lim and Brymer, 2015, this can be said that a
dedicated team can be formed within Hilton Group to manage its social media related
operation's. This can be said that the proper management of the business operation will help in
improving the quality of operations in much suitable way. Also, the firm can provide the proper
interaction facilities to its customers and stake holders to cater the needs and demands of social
media marketing within the Hilton group in much effective way.
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REFERENCES
Books and Journals
Bowen, J. and Baloglu, S., 2015. Common themes across social media research. Worldwide
Hospitality and Tourism Themes. 7(3), pp.314-319.
Bowie, D. and et.al., 2016. Hospitality marketing. Routledge.
Chung, N. and Koo, C., 2015. The use of social media in travel information search. Telematics
and Informatics. 32(2). pp.215-229.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Kim, S. and et.al., 2015. Effects of social media on firm value for US restaurant
companies. International Journal of Hospitality Management. 49. pp.40-46.
Kim, W.G., and et.al., 2016. The impact of social media reviews on restaurant performance: The
moderating role of excellence certificate. International Journal of Hospitality
Management. 55. pp.41-51.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management. 44. pp.165-171.
Minazzi, R., 2015. Social media marketing in tourism and hospitality (pp. 87). New York:
Springer.
Palacios‐Marqués, D., Devece‐Carañana, C. and Llopis‐Albert, C., 2016. Examining the effects
of online social networks and organizational learning capability on innovation
performance in the hotel industry. Psychology & Marketing. 33(12). pp.1126-1133.
Sigala, M. and Chalkiti, K., 2015. Knowledge management, social media and employee
creativity. International Journal of Hospitality Management. 45. pp.44-58.
Sigala, M., 2016. Introduction to Part 1. In Social Media in Travel, Tourism and Hospitality (pp.
29-32). Routledge.
Thach, L., Lease, T. and Barton, M., 2016. Exploring the impact of social media practices on
wine sales in US wineries. Journal of Direct, Data and Digital Marketing
Practice. 17(4). pp.272-283.
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Xie, K. and Lee, Y.J., 2015. Social media and brand purchase: Quantifying the effects of
exposures to earned and owned social media activities in a two-stage decision making
model. Journal of Management Information Systems 32(2). pp.204-238.
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