12 thoughts on “Social lessons from Twitter”

  1. JJ Thank you for sharing this easy to follow intro that hopefully will engage more hoteliers.

    I agree with your last statement that more and more the internet is becoming an electronic version of our ‘reality’. Still many are missing the subtle nuances to the world as we have known it. So many are still ‘screaming’ marketing messages instead of attempting to be remarkable. If you are remarkable one might just follow you and ‘retweet’ you. Keep screaming… and one might just stop following you.

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  2. JJ Thank you for sharing this easy to follow intro that hopefully will engage more hoteliers.

    I agree with your last statement that more and more the internet is becoming an electronic version of our ‘reality’. Still many are missing the subtle nuances to the world as we have known it. So many are still ‘screaming’ marketing messages instead of attempting to be remarkable. If you are remarkable one might just follow you and ‘retweet’ you. Keep screaming… and one might just stop following you.

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  3. Great article JJ. You identified the conflict that brands have when only one or two people representing the brands are actively engaged in social networking. To me, this fact increases the relative importance of that employee – to the point that the expression of the brand value proposition cannot be left to just anyone. As far as hotel operations, how do the employees charged with online marketing feel about their positions relative to the importance of their brands? Are most passionate hoteliers like yourself? I would think HR departments would be all over this notion.

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  4. Thanks Eric…a very valid point…and one with no easy answer, as one would imagine. Attitude, skill and personal identification with the brand would be key attributes of course, but in practice this is often easier said than done when filling the role/s.

    The other brand issue is that every employee of that brand / company is essentially a spokesperson, whether they realize it or not. Companies also need to realize that employees, whether they have the direct empowerment to speak on behalf of the brand or not, do so constantly…social networks and personal blogs are a great example of this. Not all these communications can be ‘controlled’. So in the end, perhaps the main focus needs to be on building the internal brand culture through ALL employees, both online and offline…hopefully this filters through to everything the company does.

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  5. Very good post and excellent about gaming the system. Too often people latch on to these “new” tools and try to exploit them and fail. Like Second Life a few years ago. People thought that just getting an island would be gold.

    Twitter is similar and needs to be balanced. On the one side, companies like Dell effectively use it, having generated a million in new sales in 18 months directly related to Twitter.

    Zappo’s is another example and use it for customer service.

    Thanks for the well balanced post!

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  6. Hi JJ,

    Good article on using Twitter. Got a question or two on whether using twitter, other social media or blogs are actual as useful, in terms of building brand as people make out?

    Yes, they’re great for creating comments, tracebacks, pings and other purely SEO methods to get your hotel site higher up in the rankings for a particular search term, but the time taken to ‘twitter’ or ‘blog’ that isn’t purely directed at taffic and more customer liaison, is surely taking up time that can be used more productively on other marketing methods?

    Take your blog for example. Apart from the fact that it’s a goldmine of useful hotel marketing info on it (and I’ll be back often by the way, having just discovered you!), I’ve used the name field in this comment as an anchor text link to my hotel’s website (which I hope you’ll keep in if not because of cheekiness, then because of pure SEO brevity).

    In the same time it takes to twitter or blog, couldn’t I have built inward links from authority websites to inprove rankings and not customer liaison – and what would benefit more?

    Sorry for somany questions!
    Jamessy

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  7. Hi Jamessy,

    Thanks for your comment – to respond to your questions, I think Hotel Marketers need to cover the basics well first and then move on to new media and emerging tech. We all have a limited amount of time and resources available at our disposal, so focusing on the high-impact items first can certainly make a huge difference.

    Also, Blogging and Microblogging should be an attempt to create a higher level of direct engagement, not just attempts at SEO and traffic, because the latter efforts will have short-lived results.

    Rgds, JJ

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  8. Very good article and quite correct.  Got a question or two on whether using twitter, other social media or blogs are actual as useful,.

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