Social Media & Reputation Management
Online Reputation Management: Why You Need It
Customers can make or break your reputation at the speed of a key-click. A positive online image and reputation can have a dramatic impact, either positive or negative, on your hotel’s bottom line, because customer experiences can be posted and broadcast through a host of online social outlets (ranging from Facebook and Twitter to TripAdvisor and Expedia) in seconds.
User reviews, which have emerged as an established part of the modern travel shopping process, are readily accessible to every consumer. TripAdvisor and Expedia are visited by millions of users every day. Consider the following:
- 90% of customers read online reviews before booking a hotel room
- Poor online reviews = lost bookings and lower revenue for your property
- Good online reviews = greater consumer confidence and more revenue for your property
The effects of the online conversation about you can also be subtler. Fast, smart responses can save otherwise lost bookings. Improved engagement and customer service can turn customers from naysayers into brand evangelists. Better yet, you can track social media and reputation information and derive some amazing data about customers, hotel properties and business models.
Online Reputation Management: How To Get Started
We scour the web for the messaging that’s emerging about you, from user-generated reviews to spreading social messages. But our approach is not reactive: social media provides a powerful new dimension of analytics data that enables proactive strategy. Broadcast excitement about what you have to offer, and engage former guests to negate or even flip any unfavorable reviews. Then, use our monthly report as a customer service tool for improvement and development.
We implement our reputation management as part of an integrated plan to optimize online revenue for you. An active and positive online presence combined with good search engine visibility will translate into increased bookings and better performance for your property in the short-term; and through improved customer service and engagement, we can cultivate a stronger following for future bookings.
Online Reputation Management: Our Services
Evision Online Performance Dashboard
We offer the leading reporting platform for the travel sector, enabling you and your marketing team 24/7 access to all data about all social media accounts – in fact, you can even access the social media accounts and make changes or posts through the Online Performance Dashboard itself.
Social media setup and optimization
You must have a presence and voice among social media and travel research sites if you want to participate in the conversation about you, much less control its shape and direction. We begin by establishing your presence and optimizing these sites to enable interaction with customers and also create new portals for bookings. For example, we can seamlessly integrate your booking engine into your Facebook page to capture customers at the source of your branding.
We also show you how to properly leverage and maintain your social media accounts, such as Facebook and Twitter pages:
- Weekly content postings and interaction
- Media (photo and video) updates
- Intensive tracking and reporting
Online Reputation Monitoring and Reporting
We are proud to offer the travel industry’s leading social media monitoring tools. This technology allows us to monitor online content and user comments from:
- TripAdvisor
- Expedia
- Online press/news releases
- Flickr
- YouTube
- Any blog or website that mentions your brand name
As part of our monitoring service, we track which sites are producing the most comments/reviews for your hotel, as well as the number of good versus bad reviews left by users at each site. We also highlight consistencies among the reviews, to allow your on-site staff to address any ongoing operational issues.
We also monitor the online comments and reviews for your closest competitors. This will give good insight into their successes and failures, and help you to create a strong action plan to capitalize on their weaknesses in service, offerings or marketing.
Online Reputation Consulting and Strategy
In monthly consulting and strategy sessions, our marketing team works with your ecommerce team to develop a sound strategy for responding online comments about your hotel. You will receive both positive and negative feedback online (that’s a fact), but users show an appreciation for businesses that take an active role in listening and responding with their online audience.
