REPORT FROM THE U.S.—As social networks evolve and consumers’ online patterns continue to shift, brands consistently must adapt their social media strategies to reflect new trends.
And some hotel brands are doing it better than others.
According to research conducted by social media software company Expion exclusively for HotelNewsNow.com, Marriott Hotels & Resorts, Hilton Hotels & Resorts and Best Western scored the highest in social engagement on Facebook during the third quarter of 2012.
These brands obtained the most fan actions (comments, likes and shares) per post out of the top eight largest global hotel brands. Out of 47 posts during the third quarter, Hilton averaged 973 fan actions. With 56 posts, Marriott averaged 808 fan actions per post, and Best Western, with 140 posts, averaged 393 fan actions per post.
HotelNewsNow.com caught up with each of these brands to learn more about how they stay on top of the social media game.
Hilton Hotels & Resorts: Responding yields results
The marketing team for Hilton Worldwide’s flagship brand Hilton Hotels & Resorts believes engagement begins with exceptional customer service.
“Our brand promise is to ensure every guest feels cared for, valued and respected, and our social media channels are an extension of this promise,” said Andrew Flack, VP of global brand marketing for Hilton Hotels & Resorts.
The brand has a presence on Twitter, Facebook, YouTube, Pinterest, Google+, Foursquare and China’s microblogging website Sina Weibo.
“Our strategy for managing guest feedback includes four main goals: listen, respond, resolve and implement. We have teams in place who closely monitor our brand social channels 24 hours a day to ensure that issues are acknowledged and addressed,” Flack said.
In fact, the team is so dedicated to this strategy that earlier this year they created a Twitter handle, @HiltonHelp, solely to help its guest assistance team respond to guest inquiries and concerns.
“By nurturing these online relationships with our guests, we are able to foster a sense of loyalty with them,” Flack said.
And it shows in Hilton Hotels & Resorts’ social media statistics. “The brand’s Facebook following has increased by 185% in 2012, and engagement on both Facebook and Twitter has grown considerably,” Flack said.