Editorial Board   Guest Author

Ms. Bair

Amy Bair

Career Services Analyst, Florida International University's Chaplin School of Hospitality and Tourism Management

Amy Bair is a Career Services Analyst at Florida international University's Chaplin School of Hospitality and Tourism Management. In this newly created role, Ms. Bair tracks and measures the impact, progress and effectiveness of the Career Development Office (CDO). Additionally, she measures graduate and alumni salaries, job positions, employment status, etc. These multiple indicators are then studied to determine how the Career Development Office and college can best benefit the students. Ms. Bair began the journey of obtaining a second Bachelor's degree in Hospitality Management where she was fortunate enough to take Professor Greg Bohan's Revenue Management course. Amy also holds a Bachelor of Science and Master of Science in Information Management from Arizona State University. Ms. Bair can be reached at abair@fiu.edu.

Please visit www.fiu.edu for more information.

Ms. Bair can be contacted at 305-919-4534 or amymdit@gmail.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.