How to Use the Social Web to Spread Information Through Stories
By Josiah MacKenzie Vice President , ReviewPro | April 17, 2011
The social web changes the way people discover information and communicate. How can you take advantage of this new environment to raise the visibility of a brand or an idea?
In this article, we're looking at where people go for knowledge - and how you can involve employees and guests as brand ambassadors to communicate the messages you need to share through stories. This is next-generation public relations: getting personalized, interesting material in front of the right people in a timely fashion.
Where people go for information today
Trends suggest increasing numbers of people go online first to plan their travel. Research conducted by Google and others indicate 70-90% of all travel purchases begin with a web search. And we know the travel planning process is often complex-with up to 12 different Internet research sessions happening before the actual purchase takes place.
Many consumers start off on a search engine to find answers. Hotel and travel companies that provide the most relevant and useful information - answers to the questions being typed every moment into search engines - are the companies that attract the most website traffic.
In addition to this "Google it first" mindset, people are increasingly turning to their social network to personalize recommendations. Advice and travel opinions are more valuable when they are created by friends and family who know what you look for in a travel experience.