Employee Use & Abuse of Social Media

By Kathleen Pohlid Founder & Managing Member, Pohlid, PLLC | January 29, 2012

Best hotel in the city – most luxurious accommodations & great service!

My hotel is making me work long hours and my boss is full of crap!

If a member of your hotel staff made the first posting to a social media site lauding your hotel establishment to the public could this pose a concern for management?

Or, with respect to the second posting to a social media site, will management run afoul of any laws for disciplining or terminating the employee for making disparaging remarks against their employer?

These examples typify some of the unique and emerging issues facing employers with respect to social media and the workplace. With social media sites such as Facebook reaching more than 800 million active users, more than 350 million of them accessing their accounts using mobile devices, employees have greater means than ever to communicate matters relating to their employment to the public. This poses several legal concerns to employers.

NLRA & Social Media

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.