Word Count: Section 1:500Section 2: 2000Section 3: 2000Section 4:500AbstractThis research study explores how an organisation effectively uses social media as part of its integrated marketing communication mix using the case study of Thailand’s Tourism Authority. In specific it investigates how an organisation successfully uses social media especially in view of decreased organisational control over information exchanged in such sites; identifies the expectations users have in organisational usage of the social media; and elucidates measures organisations take in order to increase social media participation. The uses Tourism of Thailand (TAT) to analyse the best practises in social media usage, and analyses these social media strategies on how effectively it meets the integrated marketing communication mix objectives.
The study finds that factors that determine TAT’s success in using social media strategies include finding ways to subtly influence the target market to generate positive conversations in online media concerning tourism in Thailand, using both traditional and new media marketing strategies to meet different marketing objectives, and enhancing consumer engagement in online social media in a way that they do not feel bombarded with marketing messages.
Though TAT does not control the conversations that flow around, they have been able to shape and influence the directions of online social media in a manner that is relevant to the organisation’s goals and mission. They have provided networking platforms upon which individuals with similar interests and like minds get to get together and share common interests. In addition, by moving the attention from TAT to the real tourists who capture the real stories through its experience sharing platform, TAT has been able to effectively give a diverse and realistic perspective to the possibilities that Thailand has to offer as a tourist destination.
It has also given realistic perspectives of tourism in the country to other prospective visitors from the viewpoint of the visitor rather than TAT organisation, thereby building rapport for the organisation’s effortsProposal and Literature Review SummaryThe key purpose of this study is to explore how an organisation effectively uses social media as part of its integrated marketing communication mix using the case study of Thailand’s Tourism Authority. The key research objectives that the study aims to fulfil an investigation on how an organisation successfully uses social media especially in view of decreased control organisations have over information exchanged in such sites; identify the expectations users have in organisational usage of the social media; and elucidate measures organisations take in order to increase social media participation. Problem statementThough social media has become an integral part of society and organisations, it also presents problems for organisations that seek to use it as an integral marketing communication tool.
This is because an organisation’s power to control what is said in such media is often low since people can speak whatever, whenever, whether positive or detrimental to the company’s marketing efforts (Kaplan & Haenlein, 2009, p. 59; Qualman, 2011 p. 2).
In addition, taking marketing efforts in social media sites may be viewed negatively by users as annoying. Most people surf to socialise rather than take part in marketing efforts (Lutze, 2010). In view of this, this study seeks to explore how an organisation effectively uses social media as part of its integrated marketing communication mix.