Editorial Board   Guest Author

Ms. Tolbert

Jocelyn Tolbert

Editorial Content Manager, Editor in Chief, American Culinary Federation

Jocelyn Tolbert began her professional writing career in fourth grade when she won a fiction contest and her work was published in her hometown of Denton, NC. In high school she made extra cash by editing and proofreading her friends' English papers.

At the University of North Florida, Ms. Tolbert held the position of Features Editor at student publication The Spinnaker and took on an internship at Jacksonville Magazine. After graduation with her B.A. in English and a minor in Communications, she began working full-time at the magazine, and she spent the next four years immersing herself in every aspect of journalism, print publications, social media marketing, digital content management and more.

In 2018, Ms. Tolbert moved to the American Culinary Federation as the association's first Media Coordinator. Within 6-months, Ms. Tolbert was promoted to the Editor-in-Chief of the National Culinary Review, a legacy print and digital magazine. Over the next year, Ms. Tolbert remade the NCR, both graphically and editorially while simultaneously launching partner media channels, including the ACF's fastest growing platform, the We Are Chefs website.

In late 2018, Ms. Tolbert was promoted again, this time to Editorial Content Manager where she develops and executes strategic marketing content in support of the ACF's 15-thousand chef members. Ms. Tolbert's team distributes content via 8 social media channels, email, print and digital publications and the ACF website all of which reach over 140-thousand followers and subscribers daily. She is the youngest Editor-in-Chief in the history of the 90-year old ACF.

Her writing has won numerous awards and taken her around the world, from the olive fields of California to the Bocuse d'Or in France. She is the 351st fastest Minesweeper player in the United States.

Please visit http://www.acfchefs.net for more information.

Ms. Tolbert can be contacted at +1 904-484-0213 or jtolbert@acfchefs.net

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.