Marriott International is a successful global Hotel Industry that has over 5000 hotels around the world. Just in the United States there are over 1000 different Marriott locations. With so many locations and customers, Marriott is always being talked about so they started tracking the conversations. Marriott uses social media for business performance in many ways. One major way Marriott uses social media for business performance is by software programs the track online activity. A software program that has been beneficial for Marriott is called HYP3R, a geo-social marketing platform.

Social media content developers and strategists are often tasked with the seemingly ambiguous task of increasing brand awareness. While ambiguous, this task is not impossible, and many large firms rely on in-house metrics tracking to determine their success. Smaller businesses typically turn to social media companies to manage their strategy and analytics. When determining which metrics are worth tracking, it’s imperative to have a clear business goal or objective. Call it the observer effect – you don’t know what you’re going to get until you measure it.