Social Media Monitoring Project -Fianl blog: Hostelling International Social Media Analysis

                                                          ---Way of Living

 

Goals on Social Media sites

 YouTube says, "Let us know if you have uploaded a new Hostelling International (HI hostels)video recently and we will add it as a favourite."

Pinterest says, "Say HI to the world with Hostelling International and be inspired by our hostelling community."

Hostelling International Boston says, "We'd Love to Hear from You."

So, Hostelling international is working on create an online community and expect for more interaction.

Customers participation & Online Dialogue

The most active social media site is, of course, Facebook. People post on different topic: advertisement for hostelling international from all over the world; expression of one's own experience in travel and with hostelling international; some ask help with online survey about cultural activity.
 I am not sure if this is normal that I never found a negative post on their Facebook page, maybe just because people are happy when they are traveling.

Hostelling international's respond is usually prompt, less than a day. People ask questions about discount, some even ask about the price, hostelling answered every of them. And once a girl asked help for a cultural activity, hostelling provide information for her and it seems the information is useful and she found the right person to turn to.





For Hostelling international twitter, interaction is less remarkable. The most useful function is to outreach.
What does TweetReach Report mean? 

Ongoing campaign- The Big Blog Exchange

The launch of the main competition site for the exchange will take place on 1st March 2013, where potential travellers can log on, create a profile and start encouraging others to vote for them. Selected bloggers will be flown across the globe by HI, to their exchange destination. There they can explore the area, experience new things and immerse themselves in local traditions and cultures.

Hostelling International uses different social media sites to promote this competition.The cover page of Facebook and Twitter is all The Big Blog Exchange. Facebook post latest status, Twitter promotes a lot in this campaign.

Google Trends

   What does Google Trends mean? 

As the pictures shown above, Hostelling International is not a hot topic to search, the trend is going down these years. I am surprised that there is no result for The Big Blog Exchange, what I expected was a surge.

More analysis for the Regional Interest, as a global brand, Hostelling International is a more popular search topic in Canada and United States. Higher place are California, which is a hot travel resort, and in Massachusetts, where a new hostelling is recently open. Although Asian is kind of quiet, big cities like Beijing and Shanghai stand high in the search.  

Social Mention

           

             

 As shown in the picture, The Big Blog Exchange is being discussed more often then Hostelling International and has a more wide rang of influence. When it comes to passion, Hostelling has 40%, The Big Blog Exchange has 24%, which is good for a new campaign.

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IceRokcet

How to evaluate data on IceRocket?

That is information from the universe!

It shows that the percentage of post is much higher when it comes to The Big Blog Exchange and post per day is 61, which is much higher than 2 of Hostelling International.

Conclusion and Recommendation

Hostelling international did a good job on providing varies social media sites and keep them active.

• More dialogues should be created, not just on face book, but also other social media websites.
• Connect social media website with Hostelling international official website, especially the local ones.

           Hostelling International Chicago  
           Hostelling International New York
        One of the most attracting feature of the official website is that they provide event and activity, which is attracting to visitors. But this information is usually not available on social media website.

• Launch more campaigns like The Big Blog Exchange which can interest people, like photo contest, which is less time-consuming and can reach.
• Consistence connection with people who like travel, who like share experience.  Create a platform for people to upload pictures and write stories.
• Cooperate with other brands. Remember Sustainable Brand is the top contributor to tweet exposure. World Boston helps to promote activities of Hostelling International Boston. National Council of International Visitors accommodated Emerging Leaders in Hostelling Internatioanl Washington DC.

Once again, I would like to go back to Hostelling International Mission,"education,knowledge, love, culture,understanding". Hostelling International is not just for accommodation, it is a way of living.