Editorial Board   

Mr. McKean

Michael McKean

CEO, The Knowland Group

Michael McKean founded the Knowland Group in 2004. He is directly responsible for the company's strategic planning, operations management and product development. His background in designing and implementing enterprise sized information systems has given him a wealth of knowledge that has served him well as the lead visionary behind the Knowland Group. From 1995-2005, Mr. McKean gained exposure to a variety of business processes, working environments and corporate cultures through his work in the field of information systems. During this time he was employed as a software engineer, systems architect and project manager on a number of projects. These engagements required a deep understanding of how a variety of businesses conducted everything from market research to global securities trading to call center operations. Mr. McKean graduated from the University of Colorado and has taken graduate level courses in information systems. He is an active member in the Washington, DC chapter of the Entrepreneur's Organization and on the advisory board of the Wicomico County Convention and Visitor's Bureau. He is an avid skier and voracious reader. He and his wife, Jennifer, have two children, Melanie and Thomas. For more information please visit www.knowlandgroup.com.

Mr. McKean can be contacted at 302-645-9777 Ext: 204 or MMcKean@KnowlandGroup.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.