How can hotels use social media during a crisis response?


Photo credit: Mark Emery Photography via Foter.com / CC BY-NC-ND

The majority of hotels recognize the critical need for crisis response planning. But have they factored in social media? Over at Hotel Executive, Gary explains eight ways hotels can be effectively using social media during a crisis response.

 

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Hotel reputation management in the age of the instant review

Yelp, TripAdvisor, Hotels.com… The web has given travelers have so many ways to evaluate, select, book and review hotels. How do hotels manage their reputations proactively and honestly?


Hotels must actively manage their online reputations.
Unique Hotels Group / Foter / CC BY-SA 2.0

Our president Gary Kimball has some advice, which he shares with Hotel Business Review:

Hotels should look at how they are allocating their precious marketing and public relations dollars. This means comparing the value of social media buzz to advertising and print and broadcast media coverage. A review in a popular blog or traditional media like The New York Times or Travel + Leisure can do wonders in building awareness. But those readers may still seek online reviews before making decisions.

Read more at HotelExecutive.com.

Managing Your Small Business’ Online Reputation

Congratulations! You've taken your business online. So how do you leverage this into new customers or clients while also protecting your reputation?

Congratulations! You’ve taken your business online. So how do you leverage this into new customers or clients while also protecting your reputation?

Congratulations intrepid entrepreneur! If you’ve taken the plunge and launched your small business into the social media space, you’ve taken a bold step that offers many risks and rewards.

More than 72 percent of U.S. adults who go online use social networking sites, according to the Pew Internet & American Life Project. By choosing to put your brand out there, a bevy of potential rewards (i.e., Likes, followers, sharing blog posts, positive reviews and online recommendations) await your brand. With a little effort applied to communication your messages, attention to superior online customer service that reflects your brand and by trying to genuinely connect with your customers, you can turn your social media presence into a noteworthy repository of goodwill for your business that reward you handsomely over time.

The effort is also not without risk.

In the days before social media, one bad customer experience typically translated to the customer telling 10 friends of their displeasure. With the advent of social media, however, your brand runs the risk of being shamed before 100 or 1,000 social media followers. For some power networkers, those numbers are substantially higher.

It’s imperative small businesses understand, on average, about 46 percent of web users turn to social media before making a purchase to decide if the business or product is “trustworthy” or reputable. This means, to paraphrase a legendary phrase from actress Zsa Zsa Gabor, you are what the online community says you are.

On Oct. 18 at Parx Casino in Bensalem, Pa., small business owners that include restaurants, outdoor and adventure destinations, bed & breakfasts and others will gather for Visit Bucks County’s Annual Membership Meeting. Attendees will have an opportunity to attend a morning seminar on establishing and maintaining online presences to help their businesses grow.

As one of the featured speakers, I’ll be sharing insights and tips on how these businesses can protect and defend their online reputations. I’ll offer examples of good, and not so good, online customer service. In addition I’ll provide insider tips for managing these online presences under a variety of circumstances.

Check back on this blog next week for some top line thoughts on the subject as well as insights and anecdotes offered by some of the small businesses I meet with at the VBC Annual Meeting.

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