Editorial Board   Guest Author

Ms. Rollins

Kari Rollins

Managing Partner, Sheppard Mullin Richter & Hampton,

Kari M. Rollins is the Managing Partner of the New York office of Sheppard Mullin Richter & Hampton, and a partner in the firm's intellectual property practice group. Ms. Rollins focuses her practice on data privacy and data security, and complex commercial litigation matters.

Ms. Rollins offers her clients the continuity of assistance during all three critical stages of the data privacy/data security lifecycle: (1) data privacy and security preparedness and compliance (the before), (2) data breach investigation, response, and notice (the during), and (3) data privacy litigation and regulatory enforcement (the after).

In the context of the ever-changing and patchwork federal and state regulatory landscape, Ms. Rollins serves as trusted advisor to her clients, bringing a focused, strategic approach to complex, myriad data security and litigation matters alike.

Ms. Rollins has successfully represented clients the financial services, audit and accounting, retail and fashion, food services, hospitality, manufacturing, and technology industries before state and federal courts, as well as in front of state attorneys general, federal regulators, and U.S. and international commercial arbitration forums.

Recently, Ms. Rollins was named by The Legal 500 as one of the Next Generation Leading Lawyers in data privacy and data protection, and named to Cybersecurity Docket's 2019 Incident Response 30, which recognizes 30 of the best and brightest data breach response lawyers in the business. In 2018, Global Data Review's named Ms. Rollins as one of their top "40 under 40" in data privacy globally.

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

Ms. Rollins can be contacted at +1 212-634-3077 or krollins@sheppardmullin.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.