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Social media has taken word-of-mouth and elevated it into a global conversation. Whether it's good, bad, accurate or misinformed, guest opinions are broadcast on countless social media channels for the entire world to see. Now that these conversations have moved to a public forum, hotel and casino operators have an opportunity to listen in and evaluate these opinions. But how and when should you participate? How do you design an effective social media strategy? How can an organization make sense of the volumes of unstructured text generated by these conversations? These questions were the topic of a webcast sponsored by the Cornell University Center for Hospitality Research and SAS. This paper provides a summary of that webcast.

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