Editorial Board   Guest Author

Mr. Ball

Corbin Ball

President, Corbin Ball Associates

Corbin Ball, CSP, CMP is an internationally recognized expert on technology. His articles have appeared in hundreds of national in international publications and he has been quoted in the Wall Street Journal, the New York Times, and USAToday. Corbin serves or has served on numerous hotel, corporate, convention bureau and association boards. He is the only person to have received both the MPI International Supplier of the Year and the MPI International Chapter Leader of the Year awards. He has been named for four consecutive years as one of "The 25 Most Influential People in the Meetings Industry" by MeetingNews Magazine and has spoken to groups in 30 countries, on five continents in a manner that is engaging, understandable and fun. For more information visit www.corbinball.com or twitter.com/corbinball

Mr. Ball can be contacted at 360-734-8756 or corbin@corbinball.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.