RM Session 4

REPUTATION MAXIMIZATION

First of all, I will give you a list of steps that a non chain hotel can do in order to maximize UGC.

Regarding UGC, it is designating all content posted on the spaces with community vocation or exchange such as social networks and all content created by visitors on e-commerce.

You can find, for instance, photo albums, reviews, articles, comments, social networks, videos on YouTube which are based on UGC content?.

Here is my list :

1. Survey and comments : it is good way to get their feedback and their true opinion about strengths and weaknesses of an hotel. Moreover, you are able to answer to all these comments and create added value for potention customers.

2. Increase Customer satisfaction : If your guests are happy, they will certainly come back to your place. It can also be a communication tool thanks to word of mouth.

3. Reward : If you reward your guests, it will increase their loyalty. It is a way to engage your Customer and make them come back.

4. Presence on social media : It is one of the best tool to communicate that s why it's really important to be present on it but also active to attract more potential customers. Besides, you also need to be reactive.

5. Analytics tool : extract and analyse datas to learn more about the Customer behavior.

6. Be uptodate and aware of innovative trends

7. Increase digital interraction by reposting guest's posts or by liking their posts.

8. Good Tools and materials : You need to be correctly equiped with good Tools to insure quality

9. Encourage guests to interact on the hotel's social medias

What role does social media play in helping a hotel 'share' positive reputation? 

Nowadays, hôtels are among business that a majority of people search online before going there. Indeed, thanks to the different social media platforms, the hotel can interact with its guest or potential guest byposting some information and visual amusements.

people want to ensure they'll have a great stay, and reviews have the potential to make or break someone’s decision to book a reservation at a hotel.

But the other important benefit is for guest to share their positive experience they had during their stay and this has a better impact of future customers sometimes than a ranking in specialized guides.

Social media help brands to develop their own image by defining their positioning.

How do they help a hotel ?

They help hotels to maximize their online reputation and also provide a new communication channel for their customers.

Besides, hotels can benefit of Tools that can help us to manage their reputation on social media.

However, hotels have to manage them correctly to obtain true datas and use them after in order to improve quality and creativity.

How much do they cost?

Some are free, but some are also payable in general with month or year subscription (on average from 80$ to 350$ depending on the level of service and number of users).

But the costs depends on how you manage them.

Does a hotel need both a reputation management system and a social media management Platform ?

To my mind, they don't necessarily need both. A key point is to have a qualified community manager. Moreover, it depends on your needs and the size of the company.

Indeed, the reputation management system is enough use by big companies which look to target a certain social media and customers.

Finally, a good Social Media Management is a nice promotion for hotels, even if having both is great too.