Penn State’s School of Hospitality Management (SHM) is launching a new course focusing on successful social media marketing techniques for the hospitality field. The course, Social Media Marketing and Management for Travel and Hospitality Professionals, will be offered as an elective in the spring. The school has hired social media and hospitality guru, Brian Cliette to teach the course.
Social media outlets, from Yelp to Trip Advisor, impact a company's brand recognition, and therefore are a critical aspect of hospitality management, according to Cliette, who joined Penn State in August after serving as an adjunct professor and distance education coordinator with the Hospitality & Tourism Administration Program at North Carolina Central University.
"Brand recognition is invaluable. It creates a competitive advantage," Cliette said. "Anything that jeopardizes or enhances that brand recognition is something worth paying attention to and social media has the power to magnify a brand and a brand's message, and on the contrary has the power to diminish a brand as well as the power to misconstrue a brand message, so anything that has that type of power is worthy of attention."