A proper approach to online reputation management takes the skills of a multi-tasker combined with tact, proactivity and at times a thick skin.
During the “Managing your reputation” session at last month’s Southern Lodging Summit at Memphis, panelists agreed it’s essential for hotel operators to candidly assess reputation management and consider it as a way to increase revenues.
A primary driver in the reputation-management equation is for a hotelier to know the availability of staff and resources to properly manage the process.
“There’s nothing worse that can damage your reputations than when you get into social spaces and you can’t manage it,” said Travis Flee, director of online marketing for Hilton Garden Inn at Hilton Worldwide. “Don’t try to be the cool hotel or brand that tries to get into every single platform.”
Once it’s determined a hotel staff has the resources to play in the reputation management/social media sand box, it’s a good idea to determine the best platforms to monitor.
“You want to be where your guests are,” said Jamie Pagel, senior VP at Circos Brand Karma.
Pagel said general managers can get some of the most valuable feedback by being in the lobby or the breakfast room talking to guests. Social media is no different.
Know the demographics
It’s important to understand the demographics of your guests and where they are practicing their social media. For example, the much sought-after millennial age group tends to like Instagram, Tumblr and Vine instead of the traditional platforms, panelists said.
Pagel said many millennials and younger users will float between platforms, while older reviewers tend to find a comfortable platform and stick with it.
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