Using Social Media for Global Growth: The Airbnb Story – Video Case Study


From the description:

Published on Dec 4, 2012

“Our community is core to our business. From the moment that people land or start their trip, they’re going to be Tweeting and facebooking, they’re basically opening up a conversation and we want to be part of it” – Venetia Pristavec, Creative Lead Airbnb.

Book a home, castle, room or even a private island anywhere in the world. Located in over 182 countries, Airbnb is a global community marketplace of unique, trustworthy spaces for rent.

In this video, discover how Airbnb uses HootSuite’s social media management system to manage thousands of conversations around the globe. HootSuite’s analytic tools monitor follower growth and social CRM, while tracking certain keywords over time, so that Airbnb can strategize social campaigns accordingly. From an International perspective, their voice needs to adapt for different markets and HootSuite manages those voices. …”

CFP: Social Transformations and the Digital Age, Montreal | HASTAC


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siobhan-o-flynn‘s insight:

from the call:

 

Montréal, Canada

13-15 October 2013

Social Transformations and the Digital Age

http://wssf2013.org/

 

The role of digital technologies in nearly all aspects of life – most notably in the form of "social media" – has been a constant news focus in recent years, and it has also become a major focus of social research. As far as "social media" are concerned, popular and scholarly accounts about their participatory and transformative potential are usually enthusiastic. Twitter, Facebook, Wikipedia and Wikileaks are lauded for their capacity to harness people’s creativity and knowledge, and for their potential to challenge traditional hierarchies in politics, science, and the media. It is claimed these web-based applications have facilitated political uprisings, the solution of scientific problems, and the emergence of hitherto undiscovered talents in music and the arts. Some more critical voices question the validity of such claims, pointing to the dangers of hoax, misinformation, dependency, narcissism, and the loss of privacy.

 

Yet digital technologies reach far beyond the current "social media" proliferation: in the form of computers and the networks enabling them to communicate with one another they have been in use for decades, and have affected nearly all areas of society, politics, and the economy. They have changed how people think about themselves, how work is organized, how knowledge is produced, and how access to information is regulated. Education, healthcare, shopping, agriculture, finance, security, leisure have all been deeply affected by information and communication technologies.

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