1. 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
2. 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
3. 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
4. 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
5. 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
Editor's Notes
5 Reasons Why You Need to Monitor the Social Media LandscapeSocial media has provided consumers with the power to influence one another's purchasing decisions by sharing and rating customer experiences on social media outlets. With millions of conversations happening on social networking sites, it's crucial for companies to monitor the social landscape and tactically join the online conversation when appropriate. Here are five reasons why your company needs to monitor social media:
Your customers are talking about youBy monitoring the social landscape, you have the opportunity to discover what consumers are saying about your brand to their online community. Listening can provide insight on why some consumers are hesitant to purchase your products, and give your company the opportunity to create a WOW experience that would help them overcome their indecision. With over 250 million blogs in the social media landscape, this is no easy task. However, it's absolutely critical that brands are finding the relevant, actionable conversations. New tools, such as Social CRM, and technologies simplify this process.
Improve customer experienceSmartphones have increased the need to monitor social media as consumers now have instant access to a large audience that they can share a negative experience with. Engaging consumers online by answering questions, solving problems and providing feedback, strengthens the company's relationship with their target audience and prevents crises.
Establish yourself as an industry expertParticipating in social media conversations allows companies to set the industry standard. Through insightful recommendations and information, people will view your company as knowledgeable and trustworthy. More consumers will include your company in their purchase decision process as your reputation as an industry expert grows.
