This document discusses the importance of social media for the tourism industry. It notes that 40% of travelers use social media for trip inspiration, 42% use it in planning, and 76% use it to share experiences. Several statistics are given about use of social media photos. The document then provides examples of how KLM and the Rijksmuseum use social media and lists some of their ratings and reviews on sites like TripAdvisor. It concludes by assigning students to analyze the social media use of three organizations, compare their reputations, draw conclusions, and create an infographic summarizing their results.

1. Social media week

11. $1,000,000 Per Post

12. Why is social media
reputation
important in the tourism
industry?
8

13. Social media is often used for travel
plans
• 40% of travellers use social
media for inspiration for their
next trip.
• 42% of travellers actively use
social media in their planning
process.
• 76% of travellers use
social media to share
their experiences
• 91% of the travellers use
social media to share their
photos (Coosto.nl ).

14. KLM surprise using social media

22. Rijksmuseum: ratings and reviews
(summary)
Social media Rating Positive reviews Negative reviews
Tripadvisor.com 4.5 of 5
stars
22086
reviews
#1 of 442 things
to do in
Amsterdam
• World class museum
• Beautiful building
• Famous paintings
• Audio guide
• Online booking in advance
• Inflexiblestaff
• Boring if you do not like
old paintings
• Crowded, long waiting
lines
• Not easy to
get an
oversight
• Expensive
Zoover.nl Appreciation: 7.6
68 Reviews
• Fascinating artcollection
• Beautiful building
• Unfriendlystaff
• Only the Nightwatch is
worth seeing
• Signage
shouldbe
improved
• Accessibility
Timeout.com Critics'
choice 5
out of 5
stars
• Beautyful paintings
• Good coffee
• Quiet garden
• Busy
• Very large
2
3

26. The assignment (see
website!)
8
1. Analyse on which Social Media channels the companies are
active (check followers, fans, posts etc.) and describe how they
use the channels. Think about type of posts, interaction and
engagement.
2. Analyse the rankings, ratings and reviews on Tripadvisor.com,
Zoover.com, Vakantiepanel.nl, facebook reviews and more review
websites.
3. Analyse the Social Media activity, sentiment and trends through
different social media monitoring tools of all three organizations.

27. The assignment (see
website!)
8
• Draw your conclusions on the Social Media reputations
and compare the three organizations. In the end, upload
this document on natschool in PDF!
• Make an infographic (via for example piktochart.com)
with your results.
• Upload the infographic to N@tschool in JPG, PNG or
PDF and fill in the reflection form on the website!