Editorial Board   Guest Author

Ms. Mitchell

Hayley Mitchell

Social Media & Community Manager, Fairmont Raffles Hotels International

As Social Media and Community Manager for Fairmont Raffles Hotels International, Hayley Mitchell is responsible for the day to day management of online reputation on social networks including online review sites, Facebook, Twitter, Location-based marketing and Fairmont's own community website, Everyonesanoriginal.com. Beyond monitoring, engaging and reporting, she is tasked with the long term social strategy for Fairmont, Raffles and Swissotel brands, which includes social campaign management, understanding social media in new markets and determining where and when these brands should be involved. Before returning to her hometown of Toronto to join FRHI in 2010, Ms. Mitchell worked in Arizona in the travel and luxury publishing industry for 7 years. As Director of Custom Publishing for a boutique magazine firm, Ms. Mitchell was charged with contracting, concepting and creating luxury in-room magazines for hotel brands including JW Marriott, Waldorf-Astoria, KLS Resorts, Sheraton and Hilton. Her skills in content creation, engagement, and communication, paired with her knowledge of luxury and travel transferred nicely from print to web, and from working with hotels to working for them. Ms. Mitchell holds an honors BA in both English Literature and Political Science from the University of Western Ontario in London, Canada.

Ms. Mitchell can be contacted at 416-874-2457 or hayley.mitchell@fairmont.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.