The Next Generation of Social Media
How One Hotel Company is Redefining What it Means to Engage Customers
By Jane Coloccia President & Chief Creative Officer, JC Communications, LLC | November 29, 2015
If you were to ask consumer-facing companies where the greatest future opportunity lies in terms of engaging customers, a relatively high portion would point to the social space. In fact, more and more companies are investing greater amounts of their marketing dollars into social media. And, with good reason.
Trend reports are continuing to show people are watching less and less television, and reading fewer print publications. If you want to influence today's consumer - aka your potential guest - you need to reach them where they are spending their downtime. And that, my friends, is with their mobile device.
In 2013, eMarketer Magazine reported "time spent with digital media among US adults surpassed time spent with TV for the first time." And this was three years ago. Nielsen also reported "US adults spent on average 34 hours per month using the mobile Internet on smartphones." Therefore, if you want to get these customers interested in your hotel brand, the old ways of reaching them just aren't going to cut it.
Add to this the fact that most major hotel companies today see the future of the industry lying in the hands of the Millennials, then you really need to reach this generation where they spend much of their time.
Think about it. These individuals are consuming media in a way that no generation has before them. Sure, they might watch their favorite sitcom, but they probably stream it on a tablet or mobile device. The same is true with news and other informative content. The Internet has not just changed the way up and coming generations are absorbing content, it has radically altered the way nearly every generation is consuming news, shopping, socializing, and more.
So if you have been sitting back pleased with yourself that your Facebook page is your shining moment in the social space, it's time for a reality check. Facebook is the absolute minimum you should be involved with when it comes to the social space. Why? Because there are hotel companies out there who are completely redefining how the hospitality industry engages customers. And if you want to keep pace, you need step up your game.
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