Editorial Board   

Ms. Utley

Teri Utley

Senior Account Manager, Range Online Media

Teri Utley is Senior Account Manager for Range Online Media, a leading search and interactive marketing agency that delivers measurable success through comprehensive, online marketing services, including paid search marketing, search engine optimization (SEO), online media placement and social media, strategic planning, performance optimization and more. Having worked with travel and hospitality clients over the last seven years, Ms. Utley has had the opportunity to participate and lead strategy in both search and media campaigns on a national level. Her focus is dedicated to providing personalized attention to clients that will maximize profits, provide industry insights and provide strategic planning to improve overall performance and profitability. Ms. Utley has extensive performance marketing knowledge in both direct and OTA channel strategy. Using her vertical research, technology integration and custom reporting tactics - Ms. Utley has driven success for such clients as Travelocity and Accor North America. Teri is a graduate of the University of Texas-Arlington with a B.A. in Marketing.

Ms. Utley can be contacted at 817-509-0350 or teri.utley@rangeonlinemedia.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.