Editorial Board   Guest Author

Mr. Black

Jon Black

Principal Consultant, Clarabridge

Jon H. Black is a Principal Consultant within the Client Services division of Clarabridge, a SaaS customer experience management (CEM) company. Joining Market Metrix in 2011, Jon was a Statistical Analyst and a Product Manager of Analytics. In 2014, Clarabridge acquired Market Metrix. Mr. Black brought 15 years of management and statistical analysis experience from the hospitality and Internet sectors. He currently uses econometric techniques to perform leading hospitality research and predictive modeling for clients' custom studies and industry publications. Mr. Black consults closely with client executives to detail insight using their customer feedback in order to better manage and grow their businesses. Mr. Black lived 10 years in Turkey, he first became published when writing and editing for the industry/country journals The Oil and Gas Year and The Business Year. He wrote on the Banking & Finance, Oil & Gas and Tourism industries for Kurdistan, Iran, Egypt and Libya (pre-Arab Spring). In the USA, his works and analyses have been featured in the industry periodical Hotel Management, Tnooz, Scholastic News and USA Today. Mr. Black has an M.S. in Financial Economics from Yeditepe University, Istanbul, Turkey and a B.A. in Hotel & Restaurant Administration from Washington State University. He currently lives in San Rafael, CA with his wife and twin 7-year-olds.

Mr. Black can be contacted at 415-526-4643 or Jon.Black@clarbridge.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.