Editorial Board   Guest Author

Ms. Phillips

Luna Phillips

Shareholder, Gunster LLP

Luna Phillips is a Florida Bar board certified Gunster shareholder who practices in the area of environmental, administrative and governmental law. She leads the firm's Environmental practice.

Prior to joining the firm, Ms. Phillips was a senior attorney for the South Florida Water Management District and the Florida Department of Environmental Protection.

Ms. Phillips practices exclusively in the area of water and natural resources law before state and federal agencies. Her practice includes assisting large scale developers, agricultural entities, public and private companies, as well as individuals in a wide range of water related issues. Her experience ranges from water quality regulations such as TMDLs, to environmental resource permitting, to water use permitting, to sovereign state land and listed species approvals.

In addition, Ms. Phillips actively works on Everglades related restoration issues in south Florida involving complex restoration agreements with governmental entities and water quality and supply regulations. She provides more than two decades of experience in administrative law and litigation before the Division of Administrative Hearings (DOAH), as well as in rulemaking, public records and Sunshine law.

Ms. Phillips can be contacted at 954-712-1478 or lphillips@gunster.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.