Mark Simpson argues that social media has dramatically increased connectivity—reducing traditional "six degrees" of separation to effectively one degree—and that businesses should actively encourage guests to post about their experiences. He highlights that people post most when on vacation to show off, and uses an Airbnb-style example to show how guest posts can generate direct referrals to a business.
With the world of social media growing as much as it has done, there's no six degrees of separation anymore. You all know what six degrees of separation is. If you don't Google it with social media, that's down to one degrees of separation. When do you mostly use your social media? It's when you're on vacation because you like to show off. So it doesn't matter if he never comes back to the island, but he will tell his friends, his families, his co workers. And it's how you do that. It's how you get the guest to post on their social media or to tell their friends about you. And not saying, oh, you know what? I booked this amazing. In Airbnb, you've got them to say, I booked this amazing property from the business called X. You should give them a call.
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