Tech Streamlines Online Review Management

| November 27, 2013

In today's hospitality climate, it is very important that hoteliers monitor what people are saying about their properties online and in social media.  Monitoring one's online reputation is just the first step to a maintaining a stellar image. According to CoMMingle by Lodging Interactive, a social media marketing and engagement agency that develops customized solutions for hotels, restaurants and spas, the missing piece to the reputation-management puzzle is responding to the negative and positive guest reviews.
 

Recent studies confirm that 95 percent of unhappy customers will return if an issue is resolved quickly and efficiently. But with an abundance of social media websites, blogs, podcasts, news sites, video sites, and more, it's nearly impossible for hoteliers to effectively monitor the chatter on their own, let alone respond to each review. The best way to truly manage a hotel's online reputation is by partnering with a full-service agency that offers both monitoring and response services. 
 
A new study reveals that 53 percent of consumers expect a brand to respond to a tweet within an hour. When asked how quickly a response is expected from a brand on Twitter, 65 percent of the survey participants said they want a response in two hours time or less, with 20 percent expecting a response in 30 minutes or less. The study found brands that respond to tweets in a timely manner garner more favorable reactions from consumers, with 47 percent of respondents more likely to recommend the brand through social media and 34 percent likely to buy more products from the brand. Sixty percent claimed they were more likely to take a negative action toward brands that did not respond to tweets in an acceptable time period.
 
 

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