Making the most of social media potential

Making the most of social media potential

1. Social media has great potential, but only when it’s strategic, targeted and effective

2. 1. Have a direct relationship with customers, with nobody in the middle. “Social media is a mindset, not a lot of tactics.”

3. 2. Tie social media to marketing objectives that can be measured.

4. 3. Always listen—even if you’re not ready to act.

5. 4. Have conversations: “This is not a one-night stand; you have to invest in it.”

6. 5. Let consumers know where they can find you.

7. Differentiating by design

   • “What can you give your customers—and not necessarily in the form of money?
     • It might be entertainment, ease of utility, ease of planning. You can give them incentives like a Foursquare badge . Whatever it is, you have to get people buying into your social media initiatives, and that costs money.”

8. Mobile and measurement

   • “Social media has huge potential for guests on property or who are headed to the property. A lot of people are not pre-planning their trips these days. Instead they’re using Twitter and Foursquare when they’re already on their way to see what’s available, to look for deals and to see where their friends might be staying