Reputation Management as a Social Media Manager

This post is a school assignment. The images below were provided and the responses below were created by me, as if I was the social media manager at each hotel. 

Complaint #1

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Dear Travelwith3kiddos,

Thank you so much for your feedback. It is wonderful hearing from guests so that we can always strive to provide better service. While we have recently undergone a transition into the Hyatt Regency Orlando, customer service has been, and always will be our number one priority.

I am so glad your children enjoyed our pool, and due to your feedback we have created a new system for cleaning and timeliness to ensure that it doesn’t happen again. We have also implemented free valet parking for 5 days for one car due to your feedback.

I am sorry to hear that your experience at the Cappriccio, now the Fiorenzo Italian Steakhouse, was less than satisfactory. I do know that they get busy, but I apologize for your wait since you did have a reservation. I would like to invite you back to the hotel and offer you a dinner on us. Thank you again for your information, we can better provide customer service through feedback like yours. I hope we will be in touch soon.

Best wishes,

Amanda Scheffer Cavanagh

Social Media Manager, Hyatt Regency Orlando

Complaint #2

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Dear LUV2TRAVELWITHHUBBY,

Thank you so much for providing us with your feedback. I am sorry that you were disappointed with your stay here. I would like to reassure you that at The Hilton Fort Lauderdale Marina we take customer satisfaction very seriously. I know that we were busy with many people for the reunion, but that is not an excuse for less than satisfactory service, or for not having your room ready for you.

I appreciate the multitude of feedback and would like you to know we have heard your answers loud and clear. We have now implemented a shield over our parking lot gate box, that was a great suggestion. We have also hired more pool maintenance to ensure that the pool is better kept. Also, we have added 2 more bath towels in the room automatically, so as to reduce customers need for more towels.

I would really like to speak to you about your stay more in depth so we can address all of your concerns. I would like to invite you back to rectify the bad experience you had as well as ensure other customers don’t walk away with a bad experience. I hope to talk to you soon.

Best wishes,

Amanda Scheffer Cavanagh

Social Media Manager, The Hilton Fort Lauderdale Marina

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How Biznik Can Help Your Business

Screen Shot 2013-10-08 at 10.24.20 PMThis week, we are learning about industry-related social networks. Sound confusing? Yea, I was too. So I did some research and here is what I learned.. An industry-related social network exists to assist people in one industry in communicating and connecting with other professionals or people who are interested in the same thing. There are lots of different kinds of platforms, one for practicing physicians, one for lawyers, one for cyclists, you get the idea.

The one I looked at is called Biznik and it is a site for small business owners. Just looking at the site and the motto, I am beginning to think this is a great idea. How nice would it be for people who are going through the same thing to be able to advise each other and help each other through hard times. Screen Shot 2013-10-08 at 10.28.57 PMHere is just a quarter of the list of all the different options and how many people are a part of each specific category.

I think this is such a great concept, as someone who is beginning my own small business I am thrilled that I can find more people in my field that I can connect with and try to learn from. This platform has lots of different possibilities, however I think that more things could be explored.

I do think that this platform needs to be publicized more, until this class I didn’t even know that this platform existed and as someone who is studying social media I would hope that I would know about innovative ideas like this. I do think that more publicity would help this platform grow extensively. Another part of the platform that could be extended is the fact that at this point only major cities are listed, so I feel like a lot of the community isn’t being reached.

Something that is great about this article is the fact that people are writing articles and reaching out to each other and connecting. For instance, here is a great article about how business owners can react, “When Someone Says They Don’t Have the Money.” This is an article that was reviewed as a 9.1 out of 10, and read 3,564 times. That kind of information is very helpful, it doesn’t matter what kind of business you are in, if you are a consultant, at some point or another people may try to get out of paying your fees. Articles like this can really help people have the right responses ready to go so that they aren’t fumbling for words, and can maintain their confidence in themselves and their business.

Biznik has been growing in popularity since its inception in 2005. There are various articles talking about how great a platform it is, and how it truly leads to one on one networking with other business owners. Here is one article from Squidoo, one from SmallBizTrends, and one from Meylah, just in case you think I may have had the kool-aid.

The article from SmallBizTrends talks about how by using Biznik, people were able to meet up and connect socially at events in order to network with other people. It is a great idea to help business owners who are local to the same area have the ability to connect and meet up. This could lend itself to business owners meeting new people, being able to get more people on email lists, gain more social media followers, and even possibly work at different relationships with different businesses based on interests. For instance, someone who sells pastries and is looking to expand may be able to drop off items at a store that sells other items in order to gain visibility in the community if the two business owners can work out a reciprocal deal. I see a lot of possibility for growth in this platform as it become more popular and gains notoriety, I for one will be joining today.

Push and Pull Marketing

After all that we learned this week, I believe that push and pull marketing work together to increase people viewing both social media sites as well as websites. Push marketing is great because it allows a company to do what it is there to do, sell. It allows for honesty in a time where having integrity and believing in a company or product may not always happen. It also is great for a consumer since push marketing sometimes involves an incentive of some kind. Whether it is a free item with purchase, a discount code for a coupon, or early entry into a sale, no matter what the consumer is winning if it is a product they are interested in. Lastly, push marketing is a great way to ensure that the people who are viewing your site and signing up for your emails want to be there. If they don’t they won’t sign up which will save you time rather than have people use fake email addresses and getting bounce backs.

However, people don’t always want the hard sell, and that is why pull marketing is also great. With pull marketing a company has to work for their end game, whether it is for someone to buy a product or just sign up for a newsletter. Pull marketing forces companies to look outside their comfort zone and offer different pieces of information to get what they want. It is a great way for a company to teach a consumer something different about what is going on with their brand, for instance as a social media maven, I post a lot of different blogs and articles on my page so that people can take that knowledge and learn something on their own. Also, it allows consumers to decide if they want to take part in the marketing or not. Consumers make the decisions, and people like to make their own decisions instead of having their email taken unknowingly.

I think the two concepts work together by finding consumers who are interested in your product or company and by allowing consumers to be in charge of their own news feeds or what emails they receive.  Professor Rhoads spoke in her lecture about the drastic difference between how many people visit a Facebook or Twitter page and how many visit a website. I believe that is extremely true since companies that don’t sell on their website don’t always have interesting information on there to grab a consumer’s attention. Integrating website information with social media feeds is essential to direct traffic between the two.

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One company that I think does a great job integrating the two marketing concepts, is J.Crew. They do a fabulous job of not only having an interesting Facebook page, but also of directing their consumers back to their own website. For instance, their Discovered collection shows a bunch of special items that they have selected and when people want to look at them further, they choose to go to the site. This way, even though a consumer may want more information, they have to get it themselves and it isn’t always a hard sell.

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Another thing that J.Crew does is have their own blog. This is a great way for their consumers to follow up with what the women or men in the office believe are the greatest trends. It is also a place for individuals to get free fashion advice from people they want to style themselves after. Once you look at the blog and find an outfit you like, it is up to you to go back to the site and purchase the different pieces to create it.

The second company I looked at is Chanel. Looking at these two companies makes me think that fashion truly lends itself to great push and pull marketing.

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Chanel is considered high fashion or haute couture, yet for someone who wants to stay in touch with what is going on with them, there is a Facebook page filled with videos and information about photo shoots with celebrities as well as images like this one that link to their Chanel News site that gives information about different events happening around the world as well as the ability to subscribe and receive all of this information at your email. Another prime example of using the push and pull marketing method to put information out there in an interesting way and allowing the consumer to decide whether or not they want to take the next step and receive more information.