Editorial Board   Guest Author

Ms. Friedman

Laurie Friedman

Founder & Chief Executive Officer, Strategic Business Consulting

Laurie Friedman is founder and CEO of Strategic Business Consulting, an independent consulting firm in Bethesda, Maryland. SBC provides both strategic and tactical tools to enhance leadership development and improve organization, team, and individual performance. Ms. Friedman holds a Master's Degree in Human Resources and Organization Development from The George Washington University and she is a certified Myers Briggs Type Indicator, DISC and Action Learning facilitator.

Ms. Friedman is a certified executive coach, change strategist and business consultant with over a decade of experience working with organizations to design and develop results-focused strategies to improve business results. Her clients have included senior level executives to line managers from diverse organizations including numerous non-profits.

Ms. Friedman is a results-focused business coach, trainer and facilitator with a proven track record. She is known for effectively partnering with C-level executives to improve personal effectiveness and team alignment. She incorporates a high-touch, targeted, facilitative approach to leadership development training, business coaching, change strategies, and strategic thinking. Ms. Friedman has designed, developed and delivered dozens of high impact leadership development programs from new supervisor training to creative leadership, conflict management and team-building workshops. In 2015 Ms. Friedman was awarded the Sherpa Coach of the Year award in recognition of mastery and advancement of Sherpa Coaching. (www.sherpacoaching.com).

Her work on compassionate leadership has led her to develop tools and strategies to help leaders learn to not take things personally and have a more positive attitude at work.

Please visit http://sbcstrategy.com for more information.

Ms. Friedman can be contacted at 301-320-3960 or laurie@sbcstrategy.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.