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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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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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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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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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