Managing Property Reputation with the Rise of Social Media
By Ken Edwards Owner and CEO, HMBookstore and Tristar Hotel Group | February 21, 2016
Owners, managers and all professionals in the hospitality must understand that negative reviews can damage your online reputation, hurt your credibility and cause you to lose potential business, especially if the review specifically names an employee or your property's name. Conversely, positive reviews that promote your online reputation are fundamental building blocks for success within the industry. It's extremely advantageous and essential that hotel staff, at all levels, engage in reputation management practices to understand its importance in more depth. Reputation management training includes four important key aspects: creating a brand image, social media, customer recovery and online market recovery.
Creating a Brand Image
A brand image is the impression a consumer has towards a brand's total personality, both good and bad. Brand images develop over time through advertisements, social media, personal experiences, word of mouth and customer reviews.
David Avrin, author of the book "It's Not Who You Know, It's Who Knows You" provided a few key messages at the BITAC Food and Beverage Conference recently during his keynote speech: Your Brand is your Reputation. Be visible! To be well known in the market place, you have to be well known for something. The differentiator can be almost anything, but it has to be something.
There are three main ways that management can improve hotel brand image:
1. Reveal your property's unique value and carve a competitive advantage within your market set
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