Editorial Board   Guest Author

Ms. Schipani

Mia Schipani

Principal & Chief Communicator, Schipani PR

Mia Schipani is a public relations, marketing and business development professional who shares 20+ years of strategic brand marketing, media relations, special events, client relationship management and people relations expertise with her clients today. Her experience spans across the Travel, Hospitality, Fashion, Sports Marketing, Technology, Real Estate, Professional Services and Health and Wellness industries.

Ms. Schipani successfully launched a boutique hotel brand from the ground up that thrives today with three locations in Connecticut and specializes in developing independent, boutique hotels.

Ms. Schipani is dedicated to helping organizations "create highly effective and healthier environments," through purposeful, meaningful value-based and cause marketing strategies. She mindfully incorporates PR and marketing strategies to align with businesses' goals and often partners with community organizations to create holistic tactics that create sustainable and vested relationships.

Ms. Schipani has worked closely with: Dress for Success, The Boys and Girls Club, The YMCA, Women's Business Development Center, the National Foundation for Teaching Entrepreneurship and volunteers for the Women's Leadership Council at the American Cancer Society, the Children's Learning Center and Fairfield County Hospice House.

Ms. Schipani pioneered an Authentic Leadership Breakfast and chaired the "Go Red" campaign to create awareness for the American Heart Association since 2009. She is certified as a Domestic Violence Counselor and was awarded for spearheading a leadership program for the LEAD Academy in Stamford, CT where she resides.

She readily volunteers as a career coach and to empower women in the community. Ms. Schipani is a recipient of the 2006 "40 Under 40," the 2009 "Fairfield County's Most Fabulous Females" and the 2014 "Women Making the Most Impact" awards. Ms. Schipani also mentors a young teenage woman who she met in 2013.

Please visit http://www.schipanipr.com for more information.

Ms. Schipani can be contacted at +1 646-734-7004 or mia@schipanipr.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.