Editorial Board   Guest Author

Ms. Fyock

Cathy Fyock

Principal, Cathy Fyock

Cathy Fyock, CSP, SPHR, is an Employment Strategist, and regularly speaks on the issues of talent management for an aging and changing workforce. She is the author of seven books, including *The Truth about Hiring the Best, UnRetirement*, and her most recent, *Hallelujah! An Anthem for Purposeful Work*. Ms. Fyock has served on faculty for the Society for Human Resource Management, and is an active volunteer leader. She served as President of her local chapter and as Chair of the Human Resources Certification Institute. Currently she serves as the Immediate Past Chair for KY SHRM. She is lifetime certified as a Senior Professional in Human Resources. Most recently Ms. Fyock helps aspiring authors write their books and has authored a book on how to write a book, *On Your Mark: From First Word to First Draft in Six Weeks*. As a book coach, she helps her authors find their voice, develop their thesis and outline, and get their books written. She has recently served as editor/project manager for Greyden Press's*Thought Leadership anthology, *What's Next in Human Resources*, featuring 17 authors addressing the issues of the future of the workplace, to be released in early 2015

Please visit cathy@cathyfyock.com for more information.

Ms. Fyock can be contacted at 502-445-6539 or

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.