Editorial Board   Guest Author

Ms. Watkins

Jane Watkins

President, Watkins Public Relations

Jane Watkins, a native of the Caribbean island of St. Croix, was raised understanding the value of water. With only a cistern to provide water to the household, water conservation was critical because if the cistern was empty - you would be out of water until the next rainfall. Upon moving to the continental USA, Ms. Watkins was horrified to see people watering their grass. Having lived in Florida for the past ten years, where watering the lawn seems to be a daily ritual with most homeowners, Ms. Watkins still refuses. “I am working on eliminating as much grass as possible in my yard by planting drought resistant natives and pollinator attracting plants.” Having worked at resorts and boat charters since a teen, it is no surprise Watkins, a marketing communications specialist, focuses on the hospitality industry. A graduate of Florida State University, she has built a track record in integrated marketing communications including launches, events, promotions, sponsorships, media relations, collateral, and advertising. Her vertical marketing experience includes food and beverage, movies, retail, travel and tourism, art, and youth marketing. She has represented hotels and destinations worldwide. Ms. Watkins has managed marketing efforts for Atlanta Pride, Glory Foods as well as national accounts. She is a volunteer for the St. Croix Foundation, the Center for Great Apes and select non-profits. In 2011, she produced the cookbook for her client, the St. Croix Food & Wine Experience, to benefit the St. Croix Foundation, a non-profit serving the US Virgin Islands.

Ms. Watkins can be contacted at 305-235-8575 or jane@watkinspr.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.