Social Media: A Brave New World

By Michael McKean CEO, The Knowland Group | August 21, 2011

The idea of making money with social media is like an abstract dream. Everybody talks about it but nobody is doing anything about it. Applications such as Twitter, Facebook, and LinkedIn are low cost ways of reaching people and clients. No matter where someone is they can be reached with social media. A sales team that is integrated with social media has a huge advantage over teams that rely on outdated forms of media to communicate and build relationships.

With social media there are plenty of ways for hotels to connect with meeting planners. Let's log on and get started...

Making money with Social Media

By correctly using social media your hotel can make money. Social media is not just a wave that will eventually die out. Instead it will just keep evolving into something better, just like when laptops first hit the scene. When laptops were first available they could really only be used to type up documents. Otherwise they were large and inconvenient. That is, until someone discovered that the laptops could be connected to form a network. This eventually evolved into the Internet. The future of sales is tied to the world of social media.

Start making connections with Facebook

Facebook has more than 500 million active users with 250 million accessing their Facebook account from a mobile device on a daily basis. From these numbers alone it is obvious that by actively using Facebook, a hotel can reach a lot of people. Never miss an opportunity to engage! Your hotel sales team will be able to monitor brand hotel's mentions, industry key words, competitor names and more with Facebook.

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Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.