"Understanding - and responding to - conversations occurring online can provide real-time feedback about a brand, allow leadership to pivot and respond to the nimble and ever-changing whims of the industry, and reach a wider audience than just pumping out self-generated content and hoping someone reads it." explains Mathias Rouveure, EHL Alumni 2012, Digital Intelligence and E-reputation specialist at KBSD.
Hotels' first line of defense should be semantic analysis. Enlisting the help of a digital PR agency can help them to track and aggregate online discussions about their brand. Reports will show trends based on the types of issues customers are talking about, how often certain topics come up, and the overall sentiment of their posts. Although the information itself is helpful, what they do with it matters most.
"Just as in public relations, the impact of a brand’s content and communication will be directly correlated to the level of trust established. This is a long-term effort in which brands need to reach out in a genuine and transparent manner. Taking care of online communities will enhance your digital presence in its whole, and ultimately help with leads and conversion. As for owning up to your mistakes, the more relatable and authentic your brand will be, the more your audience will be ready to forgive them." ads Sherif Mamdouh, Head of content at KBSD.
Here are a variety of tips and tricks to help hospitality leaders manage their digital reputation when negative reviews do occur:
Content may still be king in the digital marketing world, but online reputation is queen. No matter how big or how small a brand, its online reputation is critical. Simply listening to your customers can be the smartest (and most hospitality-minded) decision your brand could make.