Editorial Board   Guest Author

Ms. Macdonald

Paula Macdonald

Director of Communications, McKibbon Hotel Management, Inc.

Paula MacDonald is Director of Communications for McKibbon Hotel Management, Inc. of Tampa, Florida. In her role, Ms. MacDonald guides the communications and marketing efforts for the company's development and management groups. She is responsible for supporting the public relations efforts of each of McKibbon's managed hotel properties, as well as corporate branding and oversight of the company's in-house design team. Prior to joining McKibbon, Ms. MacDonald worked in marketing for the legal field and as a communications leader for both city and county government entities. She is a graduate of the University of Southern California School of Cinema/Television, and has certificates in multimedia design and incident management for public information officers.

Ms. Macdonald can be contacted at 813-472-7390 or paula@mckibbonhotels.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.