Implementing an Enterprise Social Media Strategy
By Maury F. Lundahl Senior Director, Distribution Strategy, Choice Hotels International | February 10, 2013
Social media has changed how consumers research, plan and purchase travel. From travel review sites – research shows more than two in three travelers cite traveler reviews as influential when planning leisure travel; to engaging and sharing through social networks – 70% of online travelers are active participants in an online social network – the impact and importance of social media within the travel ecosystem cannot be overlooked.
With the vast majority of US consumers engaged with social networks, and many with activities related to travel, an enterprise social media strategy is a requirement.
Social media has created new and exciting ways for hotels to engage with consumers and drive online traffic. However, navigating the rapidly changing social landscape, understanding which platforms deliver the highest value, appropriately aligning corporate functions and ultimately measuring success can be a challenge.
Choice Hotels takes an enterprise approach in developing and implementing its social media strategy. As a result, the company has experienced increased cross-functional transparency, improved efficiency and enhanced performance. Choice views social media not as a separate marketing or distribution platform, but instead as another layer upon everything we do to drive reservations for our hotels.
Use the following tips and tactics to take a holistic approach to establishing a comprehensive social media strategy.
1. Create Consensus