Editorial Board   Guest Author

Mr. Gaulke

Christopher Gaulke

Lecturer Food & Beverage Management, Cornell University

Christopher Gaulke is a lecturer in the School of Hotel Administration at Cornell University where he teaches courses in restaurant management, supply chain management, and product development. Pursuant to this Mr. Gaulke undertook Ph.D. studies at Purdue University where he focused on foodservice operations and spent time conducting research on topics such as local food supply chains, regional food hubs, and food safety in farmers' markets. Mr. Gaulke has more than 15 years of practical experience working in a variety of different foodservice operations including: quick-service, casual and upscale restaurants as well as retail and institutional foodservice. He is certified as a Chef de Cuisine by the American Culinary Federation, and has held several top managerial positions including: general manager, executive chef, and foodservice manager.

Please visit www.cornell.edu for more information.

Mr. Gaulke can be contacted at 607-254-5235 or ccg79@cornell.edu

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.