Timeshare and Social Media: It’s a Perfect Match

Hotel and Motel Management recently ran a report on social media, a topic we feel strongly about at Sell My Timeshare NOW and The Timeshare Authority blog. (Apply marketing basics to social media to sell timeshare)

As they correctly observed, timeshares and social media are a logical match, with author Stephanie Ricca pointing out, “The timeshare industry is known for its marketing savvy, so it makes sense that this segment hit the ground running when it came to adopting social media strategies.”

Much of the report addresses what it defines as, “using social media outlets to strengthen the bond with the most critical mass—current timeshare owners.” This is a good observation and brings up the issue we made in a blog post this past Sunday (Social Media and the Timeshare Industry at the VOASA Conference)

Timeshares inherently have a special need for social media. Timeshare owners may buy timeshare from a developer who gives them plenty of attention, right up until they become a timeshare owner. After that, some timeshare owners feel they are “on their own” when it comes to gaining updates and general information about the opportunities of vacation ownership. This feeling of “aloneness” can be even greater for timeshare owners who bought timeshare as on the resale market. Who do they turn to with their questions? Where is their support system?

But as Howard Nusbaum, president and CEO of ARDA (the American Resort Development Association), explains, “We’re trying to educate our members that viral and word-of-mouth marketing now has a huge megaphone…This is an opportunity every day to ensure you’re igniting your fans and answering your detractors.”

Timeshare Owners Need a Voice…and a Listening Ear

Social media is often called “new media” for a reason. The old way the business world used to communicate with consumers has come to an end. No more one-sided conversations where advertising executives strategize the message, trying to shape the way consumers feel about the product.

Instead, social media has given consumers the voice they should have always had. Whether the product is timeshares, other travel and vacation products, or consumer goods and services, social media is providing the platforms for individuals to express and share their likes, dislikes, needs, and opinions. New media is one of the best directions business has taken in many years, even though it has left most industries—timeshare included—working hard to get up to steam with a presence in all the places its market wants to be heard.

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