Cornell and SAS Webcast Urges Hospitality Firms to Make Wise Use of Social Media

The SAS and Cornell webcast, “Getting in on the Conversation,” was presented live on April 16, and is available for viewing at no charge through the Cornell Center for Hospitality Research at http://www.hotelschool.cornell.edu/research/chr/events/webcasts/.

Originating from the SAS studio in North Carolina, the webcast featured Mark Johnson, founder and publisher of HotelChatter and Jaunted; Kelly McGuire, director of business development, hospitality and gaming, SAS; Lisa Klein Pearo, adjunct assistant professor, Cornell School of Hotel Administration; and Lauren Walker, internet marketing manager, Hard Rock Hotel and Casino, Las Vegas.

Although it’s not always clear how to make sense of blogs, Twitter, Facebook, and other social media, the industry must learn how to maximize the marketing opportunities in these channels. Walker highlighted the challenge of developing a company’s “voice” and being credible. “Developing a social media strategy begins by discovering what your customers want to hear about,” she pointed out. “Hard Rock started simply by posting information. As our customers responded, we used what we learned to develop relationships and build a strategy. For instance, now we have ‘Twitter Tuesday’ deals for those who follow us.” 

On the question of which employees or managers should post to social groups, Johnson suggested that it should be the person who is both most interested and most able. “You have to realize that your firm is now part of a community,” suggested Johnson. “So, if you honestly share information—pay it forward—your followers will help you out.”

McGuire outlined three ways that hospitality firms can use the information on social media channels to improve marketing and operations. “You have access to an exciting new data source,” she pointed out. “First, you have basic descriptive statistics, like tracking the number of followers and friends. Second, you can see who follows which opinion leaders to determine influencer networks. And third, and most valuable, you can analyze the posts to find themes and sentiments that will help you improve your service. This is all public, and so you can compare your operation against your competitors.”

All four panelists agreed that social media is still an area of experimentation. As Pearo summarized: “Don’t underestimate the value of listening and learning, and don’t be afraid to experiment with social media. But measure everything you do. The return on investment in social media is measured in more than just revenue; it’s also measured the value of your brand in the longer term.”


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