Editorial Board   Guest Author

Mr. Plattenburg

George Plattenburg

Managing Partner, Burton Energy Group

George Plattenburg is one of three Managing Partners at Burton Energy Group, a consulting firm based in Alpharetta, Georgia. Burton Energy Group provides sustainability and energy efficiency consulting services for many of the world's leading organizations, including 10 Fortune 150 firms as well as several large public companies headquartered in Europe and several of the largest private companies in the US.

Burton's clients typically operate large facility portfolios of hundreds or thousands of locations, and include businesses focused on owning and operating hotels, retail and distribution, manufacturing, financial services, and restaurants.

Mr. Plattenburg has more than 25 years of experience in energy efficiency and sustainability, and has worked for in a variety of leadership roles encompassing operations, engineering, sales and marketing. His experience includes energy engineering, utility demand side management program oversight, and service companies helping businesses take full advantage of their investment in energy and infrastructure.

Mr. Plattenburg has a passion for working with clients to help them drive utility usage out of their businesses to reduce their environmental impact and improve their bottom lines. His clients rely on him to design, develop, and implement comprehensive programs to reduce the consumption and cost of utilities including electricity, natural gas, and water, and to help them understand and lower their carbon footprints. These client programs include demand side reduction improvements, energy risk and supply management, and analysis and business insights based on utility consumption information.

Mr. Plattenburg has a BS in Mechanical Engineering from Duke University and an MBA from Washington University in St. Louis, and is a registered Professional Engineer.

Please visit http://www.burtonenergygroup.com for more information.

Mr. Plattenburg can be contacted at 678-829-4018 or gplattenburg@burtonenergygroup.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.