Editorial Board   Guest Author

Mr. Johnson

Russell A. Johnson

President and CEO, Merchants Information Solutions

Russell A. Johnson, President & Chief Executive Officer of Merchants Information Solutions since 2004, a founding and accredited member of the National Association of Professional Background Screeners (NAPBS), is a respected thought-leader with over 9 years of experience within the employment screening industry. Mr. Johnson regularly advises organizations and industry groups nationwide on background screening best practices, and the direct positive impact of hiring the best candidates. Mr. Johnson holds a BS degree in Business Administration from the University of Wisconsin-LaCrosse and is an alumnus of the Graduate School of Bank Management from the University of Virginia. He has numerous business, educational, and professional affiliations and is a respected leader in the financial services industry. Currently Mr. Johnson serves as a board member and Vice-Chairman of the Executive Committee for the Maricopa Community Colleges Foundation and Board Member and Secretary and Treasurer for the Greater Phoenix Chamber of Commerce. He is also a former member and chairman of the Board of Directors for Consumer Credit Counseling Services.

Mr. Johnson can be contacted at 602-744-3700 or rjohnson@merchantsinfo.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.