Co-authored by Lisa Tully, Director of Marketing, Trump Hotel Collection

Still in its infancy, social influence marketing is growing up quickly and at Trump Hotel Collection, we jumped in with both feet, adding social networks to the arsenal of marketing tools we employ for our hotels. Within the past year, we have established Twitter and Facebook accounts for Trump Hotel Collection and several of our individual properties highlighting our hotels, restaurants and spas.

Strategically, this makes sense for a number of reasons:

• Marketing via social networks allows us to speak directly to our hotels’ constituents in real time;
  
• Twitter, in particular, keeps our finger on the pulse of travelers’ interests, needs, and, especially, their opinions about our hotels. In many cases, we have uncovered a guest issue via a tweet and have been able to act immediately to deal with it. This has fostered loyalty, and, in many cases, positive tweets and retweets, too;
  
• Social networks are transparent, flexible and, increasingly, trackable. We are able to issue a special offer, for example, to followers or fans and then measure response based on a particular call to action;
  
• This new medium allows us to speak to our guests where, when and how they prefer it. While some ...

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