Editorial Board   Guest Author

Ms. Horwell

Vanessa Horwell

Founder & Chief Visibility Officer, ThinkInk & TravelInk'd

Vanessa Horwell is the founder and Chief Visibility Officer of ThinkInk & TravelInk'd, a public relations and visibility firm that shuns press releases in favor of storytelling. She has spent the past 18 years working with companies in the US, UK and Europe, developing successful campaigns and strategies for their brands. She founded ThinkInk in 2004, after being fed up with PR agencies that offered mediocre results for big fees. Today, Ms. Horwell is a senior level strategist who works with companies in North America, EMEA and Asia-Pac in developing winning media campaigns, building relationships with influencers, and improving visibility through a unique style of public relations. She also has an entrepreneurial spirit that comes from having raised capital for start-ups, and having grown her own businesses. Ms. Horwell is also recognized in the field of mobile marketing through her ongoing column in the mobile industry resource, Mobile Marketer, the Director of PR for the Heartland Mobile Council (HMC) in North America, and being named to the Mobile Women to Watch 2010 for her contributions to mobile advertising, marketing and media in 2010. Whether she works in mobile, travel or technology, Ms. Horwell's purpose is to help build reputations and relationships for the company's clients - with media, potential customers and partners; to tell her clients' stories to the world, and to make them visible where it counts most. She uses her almost two decades of industry insight to create PR campaigns with a purpose, creating awareness, instilling beliefs, changing behaviors and motivating actions that translate into support for ThinkInk's clients.

Ms. Horwell can be contacted at 305-749-5342 or vanessa@thinkinkpr.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.