Current strategic function of social network sites in marketing: tourism companies

Abstract

This research aims to analyse the current marketing strategic function of Social Networks Sites (SNS), such as Facebook or Twitter, particularly in the tourism sector. A profuse literature review on SNSs’ strategic function points at the need to effectively manage SNSs towards strategic goals for companies’ development. A strategic use of this tool, may improve the communication with customers as well as within the organization. However, latest reports point at an evident need for effective internal communication among strategic decisions and operations implementers. This research explores controversies between professionals in charge of corporate communication through SNSs (who usually belong to Marketing Departments) and those professionals in charge of the strategic design of the company (who usually belong to Management Departments). Particularly, the study analyzes how both departments communicate among them to provide a successful corporate communication with customers. In order to carry out a small empirical research, a review of scientific articles has been carried out, as well as a quantitative confirmatory study, aimed at learning. 52 questionnaires answered by participants from tourism companies has been gathered and mainly contributed by those professionals working for marketing and management departments. Findings report a quantitative description of the data gathered, a clusterization of the same and a t-test for validation. Finally, main conclusions point at the use of SNSs for informative purposes more than for the accomplishment of strategic purposes, although internal communication revealed to be effective enough among professionals in charge of the strategic and operational sides of the equation. Recommendations for practitioners have been reported, as well as future lines of research for academics.