Skip to main content

Still Feeling Reluctant to Adopt a Social Media Strategy? Please Think Again

I attended one industry session about social media in this year’s I-CHRIE Conference. Four industry professionals from White Lodging, Hyatt, Sodexo, and Marriott discussed their experience of using social media to boost bottom line.

Their presentation focused on the “big four” tools --- Facebook, Linkedin, Twitter, and blogs. The content was very similar to the information presented by those event management and human resource management professionals at the Big Event Show and the SHRM Conference. What surprised me in the CHRIE Conference is I still felt the reluctance of adopting social media by the audience.

One voice I heard is “it takes too much time to manage e-mails already; I don’t have time for social media.” I can certainly relate to that because many CHRIE members are college professors and graduate students. Research and teaching have become their top priorities. However, my question is: why can’t college professors use social media tools to enhance teaching and help answer the research questions about social media that are raised by the industry? Researchers are encouraged to conduct “cutting edge” research that has strong practical implications. If they do not understand social media, how can they make significant practical contributions and make any impact? Here, I am not trying to push everyone to do research on social media, but at least, we need to speak the “language” that the industry uses. Social media has become very important even in academia. For tips of how to better manage your time when using social media, please visit my previous discussion of Tactics that Prevent Us from Wasting Time on Social Media

The second reluctant voice is about protecting the “valuable” internal information within an organization. I understand that. My questions are: how well can we control others or the information being shared? Why can’t we share valuable information with others? Good news is supposed to be shared with others, right? If we don’t tell, will others keep our “secrets”? In the Web 2.0 age, people “communicate” with each other at any time. Rather than “protecting” the information, can you reach out and encourage people to share the information we want them to share?

I am a hospitality professional. Yet, I read the news articles from The Wall Street Journal, New York Times, and Inc.com more often than Hotel-Online.com. On August 2, Inc.com just launched a more interactive tool called “AskInc,” encouraging readers to ask questions. Hotel-Online.com has very good hospitality articles, but it does not link with any social media tools. Even if I find some useful information from Hotel-Online.com, how can I share with others? My point is people and companies need to respond to the changes of how people communicate and become more proactive in managing their online reputations. Having a social media presence will allow the stakeholders interact with each other and share more information. I believe the future belongs to those who are willing to share. For more discussion about managing your online reputation, please visit Video from FoxNews.com: Managing Your Online Reputation

If you still feel reluctant to social media, please share your concerns with us. Otherwise, please share your great experience of using social media.

References:
Picture was downloaded from: http://tinyurl.com/linchikwok08052010P

Comments

Popular posts from this blog

Do you know where your prospects hang out during the #DeleteFacebook movement?

Facebook used to the cool place where everybody hangs out. Not long ago, Facebook was ranked the most visited website in the world , and the website where Americans spent the most time. Facebook page then became the most popular social media platform for business-to-consumer communications among various types of organizations. In recent years, however, Facebook faced several backlashes toward the platform’s data privacy practices and its CEO. Facebook is experiencing some challenges of maintaining its popularity among internet users, some of whom even call for a #DeleteFacebook movement . I myself, also notice a shift in my teenaged students’ interest in Facebook, even before the #DeleteFacebook backlash. So, if Facebook is no longer the cool place where everybody hangs out, which social media platforms can we use to communicate with our prospective consumers? The most popular social media platforms among U.S. teens According to a 2018 Pew Research Center report

Are neighbors friends or foes? A study of Airbnb listings' agglomeration effect

“Location, location, location.” Location is often perceived as the most important factor when people assess the value of a home or property. In the lodging industry, location is an essential attribute of a property and can significantly affect a hotel’s financial performance. Airbnb and the broader home-sharing businesses represent a new form of lodging products. Location is also a significant, influential factor that affects travelers’ purchasing decisions of a home-sharing stay.   Recent research suggests that Airbnb listings are usually found in such popular locations as tourist attractions and points of interest. When more Airbnb listings are located in the same neighborhood, the competition will become more intense.   Intense competition can be harmful to businesses, especially when they enter a price war. If that’s the case, why would Airbnb hosts choose to operate their short-term residential rental businesses in the neighborhood with oth

Promoting student success in the STR Student Market Study Competition

Cal Poly Pomona students placed second at the STR Student Market Study Competition I was in New York City (NYC) over the Veterans Day weekend for the HX: The Hotel Experience 2019 , one of the most important trade shows in the lodging industry . Similar to last year’s trade show , the HX 2019 also entailed four components, including HX: The Marketplace, HX: The Conference, Boutique Design New York, and the STR (Smith Travel Research) Student Market Study Competition.   STR is the leading data analytics provider for the lodging industry. Since its debut in 2015, the STR Student Market Study Competition (the STR Competition hereafter) has received significant attention from the hospitality programs around the world. This year, over 20 students from the Collins College of Hospitality Management at Cal Poly Pomona traveled to NYC for HX 2019. Moreover, six of them also participated in the STR Competition for the first time. In the end, the Cal Poly Pomona team