Editorial Board   Guest Author

Mr. McCall

Michael McCall

Director of The School of Hospitality Business, Michigan State University.

Dr. Michael McCall, is the Director of The School of Hospitality Business, and the NAMA Endowed Professor of Hospitality Business in the Eli Broad College of Business at Michigan State University. Dr. McCall earned his Ph.D. from Arizona State University and has held academic positions at Ithaca College and Cornell University. His research program focuses on the role of customer reward programs in creating customer loyalty, rebate programs, and emotional intelligence. He currently serves on the editorial boards of Journal of the Academy of Marketing Science, The Cornell Hospitality Quarterly and The Journal of Hospitality and Tourism Research. Dr. McCall has been funded by the National Institutes of Health and the Center for Hospitality Research and has appeared in the Journal of Applied Psychology, Cornell Hospitality Quarterly, Journal of Socio-Economics, and the International Journal of Hospitality Management.

Mr. McCall can be contacted at 607-274-3501 or mm114@cornell.edu

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.