Return to article listAre your ears ringing? How social media affects you
Are your guests talking about you behind your back? Yes and no. They are sharing their good and bad experiences at your property, but they are doing so in online forums where you can listen in, respond, and react. Collectively called Social Media, these forums include any online medium where people can exchange opinions, convey insights, and share experiences.
You are probably familiar with one of the top forms of Social Media: reviews.
Chances are you have read reviews of your properties on websites such as TripAdvisor. But TripAdvisor is just the tip of the iceberg. Your customers are discussing your properties in a myriad of other ways, including in blogs, online photo galleries, and web-based communities. More importantly, your guests and potential guests are making travel plans based on the information they find in Social Media forums.
How much does Social Media affect you? Consider the facts: 4hoteliers.com reports that over two-thirds of hotel booking in the US will be influenced by the Internet this year. According to a Marketingsherpa.com survey, 62 percent of respondents said they would check reviews over asking a friend or a consulting a newspaper for a recommendation. You need not be a passive observer of the Social Media phenomenon—the success of your properties may depend on your taking part.
You can join the discussion—and influence it. Start by developing and implementing a Social Media strategy. As you move forward, make sure your strategy addresses the following questions:
- What reputation does my property have in the world of Social Media?
- How can I effectively and honestly contribute to and influence the discussion?
- What steps can I take to continuously monitor and improve my online reputation?
With the impact of Social Media sharply on the rise, the time is right to proactively—and comprehensively—contribute to the ongoing, online conversation about your hotel.