As information technology develops, social networking booms. Apart from functioning as a means for expressing personal feelings or ideas of users, social networks like Twitter, Google+, Youtube and Facebook emerge as useful marketing vehicles because costs are low in comparison with conventional PR and advertisement.
As the economy slows down and communication and marketing budgets are cut, travel companies are using social networks or tapping ICT strengths as an effective communication channel in Vietnam.
Vietravel is a typical example of using IT to sell tours online through its websites
www.travel.com.vn. Saigontourist also launches
www.dulichhe.com or saigontourist.php for the same purpose. Golden Tours and Convention has
www.dulichcongvu.com. Vietravel is a top online tour seller with 25 percent of revenues.
At a seminar on social networking held by Vietnam- France Centre in June 2011, Vietnam had a total of over 500,000 enterprises but only about 1 percent of them, or 5,000 businesses, used social networks and forum as a marketing channel. Meanwhile, the rate in other countries accounted for 54 percent, a remarkable rate in customer approach in this IT boom and development era. It is said that Vietnamese businesses did not take interest or did not feel the heat or benefit of this modern useful but cost-effective marketing tool in the context of prolonged economic recession in the world and in Vietnam.
There are two distinct tendencies of using social networks in Vietnam. The first attracts fans at any cost to show its attitude by “Like” campaign. Application users and games players have to “Like” to see what applications and games are. But, according to marketing managers and social networking administrators, this approach is dangerous because they may press “Unlike” one day and leave bad comments or entries on social networks. This tendency difficultly identifies loyal fans and communication effectiveness. TravelPon Centre is one of companies with biggest number of fanpages, estimated at over 82,290 fans.
The second tendency makes light of fan number. This does not mean they do not launch any fan attracting campaign but they take identify strengths, positions and businesses before seeking close fans and potential customers. The proportion of loyal customers is very high, represented by positive comments or consulting requests.
As of April 2012, Facebook is the most popular social network in Vietnam with nearly 3.5 million users, ranking 43rd in the world. Hopefully, businesses will find out solutions and applications to use social networking as an effective communication tool to enhance business performances.
Giang Tu
Vietnamese
