MONITORING SOCIAL MEDIA

TO CREATE WOW

In a recent article titled “Your Good Name”,

Lodging Magazine discussed the

importance of social media monitoring to

discover and address unfavorable

feedback on hotel experiences. The article

detailed how a Miami hotel was able to

turn an unhappy customer back into a

regular customer again through the quick

discovery of a customer’s negative

feedback on a hotel review website. The

unsatisfied customer was not ignored, but

was given individual attention by the

general manager of the hotel which

repaired the customer’s impression of the

hotel.

MOMENTS

Hotel review websites and social media have

amplified the impact of word-of-mouth marketing

on the hospitality industry. Guests have 24/7/365

access to a seemingly endless online community

where they can share positive and negative

experiences. Responding to social media posts

gives companies a second chance to save brand

reputation. However, there are thousands of

consumer ranking websites and more than 250

million blogs and forums filled with conversations

to monitor. Discovering relevant conversations and

utilizing social to amplify the customer experience

takes the right balance of strategy and technology.

WORD-OF-MOUTH

MARKTING

This hotel example provided above gives an

excellent example of how monitoring social

media can provide a proactive customer

experience. Recognizing an issue and

addressing it before it escalades is crucial

in the hospitality industry as 87% of hotel

review readers said reviews influenced

their purchase.

With such a large impact on consumers’

purchasing decision, businesses must

monitor social media to maintain positive

brand image and reviews. But, most

hospitality businesses do not have the

proper social media monitoring and

engagement technology or strategy to

efficiently interact with customers.

IMPACT OF

PEER REVIEW

So who should be responsible for

monitoring social media? The article

states the entire hotel staff should be

responsible for a company’s online

reputation. According to an

independent study conducted by

PhoCusWright, 84% of survey

participants felt a response from a

hotel improved their impression of the

company. However, monitoring can be

time-consuming and difficult to

develop a consistent branding

strategy.

MANAGING REPUTATION

DEVELOPING STRATEGY

There is a lot to consider when developing a social media strategy

around the customer experience. Join Customer Experience Executive

Lauren Ziskie and Hospitality Veteran Bobby Matthews as they discuss

social media best practices and the impact on the hospitality industry

during a free webinar being held of July 24th, 2 – 3 p.m.,

How to Innovate Your Guest Experience to Create WOW Moments.

Attendees will learn how to improve consumers’ brand perception

through a personalized social media experience.

Register for the free webinar