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Development of New Social Media Strategy - Danesfield House Hotel

University: Arden University

  • Unit No: 2
  • Level: Diploma
  • Pages: 5 / Words 1282
  • Paper Type: Dissertation
  • Course Code: JNB519
  • Downloads: 605
Question :

The scenario of this code depicts how the hospitality industry uses social media strategy for achieving business growth

  • Execute how social media strategy used for the development of Danesfield.
  • Development of a new social media strategy used by the firm.
  • Provide a detail evaluation of the current social media presence used by Danesfield.
Answer :
Organization Selected : Danesfield House Hotel


Tourism and hospitality industry in one of the major emerging industry in UK, in the report the company has been taken which is, Danesfield house hotel, England based medium size of business which is offering various types of accommodation and hospitality services in industry. In addition to it, the report will be discussed about literature review of the hotel industry and case study of Danesfield house hotel in industry and also current social media strategy to discuss support the argument on literature review. Furthermore, the study also will be discussed about discussion in social media strategies that can be used in such a manner where the hotel can gain expected customer's response from the market. Apart from it, the assignment also will be discussed about to current strategies of social media strategies in order to gaining better response from the market. Social media marketing is one of the effective tools which can be used by hotel's marketing professionals in context to increasing its sales and revenue.

Literature review:

The tourism and hospitality industries have widely adopted information technology in order to reducing costs, enhance operational efficiency, and most importantly to develop services quality and customer experiences within industry (Tourism, U. E., 2013). The report will be discussed about critical evaluation of the influence of social media on the popularity of a tourism destination. Social media has been made great impact on carrying out hotel business functionalities in effective manner. So it assists firm's management department and other sections of the business in respect to completion of various task in easy and smart manner. From the last decades, it has been noticed that, Danesfield house, is facing wide range of issues in case of making communication among all the departments of firm. It can be said that, numbers of mobile device and social media applications are increasing in rapid manner. So users of social media networking boosting up exponentially over the past few decades. Hospitality industry in one of the emerging industry in UK in a September 2015 report, for the British Hospitality Association, the UK industry paid billions of Euros in the natio. Furthermore, it can examine that, marketing is an essential part of each business and nowadays, social media marketing and digital technologies had been made amazing impact on execution of marketing functionalities in relation to hospitality business. The use of social media platform on online mode such as Facebook, Instagram, Twitter has evolved from a strictly peer to peer communication channel to one that enables businesses in order to formation of various task of marketing in industry. Although, the way of transferring information has been changed in today's world but most of hospitality business is using traditional fundamental principles of marketing and promotional activities in respect to getting their valuable messages to targeted audience in market (Sigala, M., Christou, E. and Gretzel, U. eds., 2012). For instance, in case of marketing professional s of Danesfield house can use of the latest methodologies of social media marketing strategies in case of promoting their various hospitality and accommodation facilities in industry in better ways. The market analysis is need to be taken by its professionals in order to identify the tests and preferences of their targeted audiences in industry. Apart from it, improvement in customer relationship management is also necessary part for Danesfield house organisation, for this purpose, the have to conduct promotional activities, campaigns which assist its professionals to getting engaged with measure their success quantitatively (Seidel, I., 2010). With the helps of digital marketing tools and mechanism, its marketing professionals can recognise what the new customers enjoyed about their hotel and accommodation facilities provided in industry (Ricca, F., and et.al., 2010). However, most of the facilities providing by Danesfield house which is, reception with concierge assistance, room services. Businesses lounge with free WiFi, food and beverage services, pool and bar services, entertainment facilities as well. Thus, in case of proper improvement in marketing and promotional exercises of the enterprise, Danesfield house marketing professionals has to formation of impressive social media portfolio and strategy and according to that, they need to follow guidelines to make people aware about its service provision and offers on some special times.

  • Create social media marketing goals that solve the biggest challenges:2.
  • Conduct a social media audit and research hotel's social media audience:
  • Create or improve Danesfield house organisation's social media accounts:
  • Gather social media marketing inspiration:
  • Create a content marketing plan and a social media content:
  • Test, evaluate and adjust the hotel's social media marketing plan.


Danesfield house is a medium sized hotel in Medmenham, near Marlow, Buckinghamshire, England. The company is facing various types of issues in industry concerning to marketing and promotional activities of business. It has been examined that, social media strategies are most necessary part for the organisation in modern time in case of promote various business activities of the firm (Pitoska, E., 2013). The business in still utilising traditional marketing approach in modern time to get their messages to customers. Traditional methods such as advertise on TV, radio and print file at adding value to customers etc. it's not effective in modern time as compare to digital marketing method. Its professionals need to consider social media marketing tools and techniques in firm to carry out marketing exercises. With the help of traditional marketing approaches, its marketing professionals are not able to establishing customer value, because of it allows them to creates a one-sided conversation. Danesfield house administration has noticed that, the major reasons behinds the falling down company's value and sales are, lack of marketing communication with their loyal customers due to using of traditional marketing approaches in organisation. So its professionals wants to implementation of social media and mobile technology in Danesfield house business in order to increase the market value and sales of the firm. It can be said that, there are numbers of issues are being faced by company's managers in case of promotion of their hotel and accommodation facilities in industry (.Murphy, P. E., 2013). Therefore, they have to figure out the latest approaches of social media strategy in order to resolving various existing issues associated with their marketing functionalities of the firm. Apart from it, it has been examined that, the company require communicating with its loyal customers in respect to make them aware about company's attractive offers and discount rate on special occasions. So Danesfield house has to make use of social media marketing such as Facebook, Twitter, Instagram in order to getting engaged with its customers in well manner and also make them aware some attractive offers of the company which is provided by them (Mariani, M., Baggio, R., Buhalis, D. and Longhi, C. eds., 2014). The company has to use of social media marketing approaches in respect to find out target audience of the company. It is difficult task for its marketing professionals to figure out expected customers from market, most of the customer who can not find out by traditional marketing, whom can be find out by social media marketing and mobile technology in easy manner. Soin case of make improvement in several types of marketing sector of the business, its professionals has to implement social media and mobile technological strategies on their hospitality business functionalities to better connect with each customers to make them aware about new offers and innovative services provided by Danesfield house.

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