Editorial Board   Guest Author

Ms. McCullough

Lynn McCullough

Director of Meetings & Association Management, CMA Association Management

With 20 years of meeting planning experience, Lynn McCullough is the director of meetings and association management at CMA Association Management, where she is responsible for planning and managing association and corporate meetings worldwide. Ms. McCullough provides leadership to association clients on both a national and international scale while overseeing all meeting planning activities and service offerings, ranging from Board of Director relations, strategic development, growth programs, management of association publications and websites, and event planning and management including promotion, programming, and logistics. Ms. McCullough is also Executive Director of the Event Service Professionals Association. Prior to joining CMA, Lynn was the administrative director at an association management company based in Philadelphia, Pennsylvania, where she handled various aspects of association management for national associations. Before that, she worked as legislative coordinator for the Medical Society of New Jersey, the association of medical doctors affiliated with the American Medical Association. Accredited by the AMC Institute, CMA Association Management provides a comprehensive portfolio of association management and event planning services, including award-winning marketing communications and digital capabilities, to national and global association clients.

Ms. McCullough can be contacted at 609-297-2235 or lmccullough@cmasolutions.com

Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.