Editorial Board   Guest Author

Mr. Grosack

Matthew Grosack

Associate, DLA Piper

Matthew Grosack is a commercial litigation associate in DLA Piper's Miami office. Mr. Grosack focuses his practice on complex commercial litigation and arbitration matters with extensive experience handling a wide range of health care litigation and regulatory investigations, hospitality industry litigation, corporate and real estate litigation. A wide range of health care industry participants, including health systems, hospitals, ambulatory surgical centers, diagnostic imaging companies, home health agencies, medical and physician practice groups and various other health care industry businesses are among Mr. Grosack's clients. He represents them in connection with complex health care litigation matters, regulatory investigations and enforcement actions by federal and state regulatory agencies, and helps them respond to (and defend against) potential whistleblower (qui tam) actions. As part of his hospitality litigation practice, Mr. Grosack represents hospitality and leisure industry participants, including hotels, developers, cruise lines, management companies, marketing companies and other hospitality, leisure and entertainment industry-related businesses in a broad range of commercial litigation disputes. Mr. Grosack has experience handling disputes involving the enforcement of restrictive covenants, such as non-competition, non-solicitation and confidentiality provisions and complex litigation involving misappropriation of trade secrets and unfair competition. He has also represented clients in labor and employment disputes, including defending against discrimination claims and counseling on employment issues and retaliatory discharge claims. Additionally, he has experience in all aspects of electronic discovery, including, but not limited to, extensive experience with the requirements of the Sedona Principles and federal and state law interpreting electronic discovery requirements.

Mr. Grosack can be contacted at 305-423-8554 or matthew.grosack@dlapiper.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.