How to Choose a Social Media Management Tool
By R.J. Friedlander Founder & CEO, ReviewPro | March 25, 2012
Over the past year, a lot has changed in the hotel reputation management industry. And these changes require a new set of buying criteria. We've seen social media tracking technology move from being simply a way to aggregate guest feedback into a powerful business intelligence tool that can provide deep insights into customers, business performance, and the competitive landscape. Managers throughout the hotel organization–from sales and marketing to revenue and distribution to operations and quality–all the way up to the executive suite and hotel management groups, are all using different parts of the tool to improve performance.
But to achieve the best results, you need the right technology partner. Simply using the cheapest solution is a waste of time and money if the tool will not give you the insight you need to reach your goals.
With this in mind, let's look at some of the criteria I suggest you use when shopping for a social media management tool.
Make Sure the Greatest Possible Range of Data is Indexed
Since reputation software is ultimately a business intelligence tool, quantity and quality of data is paramount. The best reputation management tools are designed to continually collect and index information from a wide range of sources - which may be a lot more diverse than may appear at first glance.
Collecting reviews from just a handful of the top review sites results in missed opportunities. The web is all about the "long tail" of information – and a lot of travel discussion happens on niche sites catering to people in specific regions or with similar interests. These smaller travel review communities may be very influential in someone's buying decision, and cannot be ignored.