How Facebook influences results on TripAdvisor
by Frederic Gonzalo, ehotelier.com
With Facebook reducing page posts' organic reach, forcing brand managers to spend more and more in order to maintain a dynamic community on the king of social media, there are many companies outright questioning their presence on Facebook moving forward.
In the travel vertical, I even hear some folks say they'd rather invest more time and money on a platform such as TripAdvisor, undoubtedly a key player in the travel decision-making process. It makes sense. Yet, once you take a closer look at how TripAdvisor has evolved in the past 18 months or so, you start realizing a lot of its growth and impact is actually due to...Facebook! ...