With over 50 million tweets sent a day, a number of businesses are finally recognizing the opportunity that lies within Twitter. While most companies are still trying to figure out how to work the popular 140 word micro-blogging website, others, like Omni Hotels, are already successfully using Twitter to build brand awareness and better serve their customers.
Executives at Omni Hotels know that today’s travelers are constantly connected to the Internet through their computers, smart phones and other mobile devices, which is why their employees are very careful about the way they manage the company’s social media network. In order to ensure a pleasurable customer experience for all of the people actively engaging with its brand on Twitter, the company has a corporate team that is responsible for consistently updating tweets and responding to its audience. Rather than leaving its online reputation in the hands of the people, Omni takes the precautionary steps needed to immediately address any complaints to avoid the spread of negative sentiment. When someone tweets something negative about his or her stay at one of Omni’s hotels, the company sees it as an opportunity to turn this person into a brand ambassador.
Here’s a great example of how Omni Hotels uses Twitter:
While staying at an Omni property in Florida, a well known social media expert tweeted about the slow Internet connection coming from his hotel room. Immediately after the tweet was sent out, the Omni Twitter team contacted that specific hotel about the complaint. While the hotel’s IT expert looked into the problem, the GM and VP of sales at the property informed the displeased guest that the Internet should be fixed shortly. Within the hour, the hotel fixed the problem by adding additional routers and the additional capacity needed for high speed internet access. The guest was amazed, and now he uses Omni as an example when giving presentations on social media strategies.
As seen through Omni’s success story, companies that are not part of the social conversation are missing out on the opportunity to dramatically increase awareness, build a community of brand ambassadors and grow positive sentiment. Hotels have a wide range of customers, so it is especially important for them to listen and connect with their audience on every popular marketing medium available. Social media takes time, but with a knowledgeable team and a winning strategy, it is possible for any hotel to reach Omni’s social success.
Written by Jacquelynn M.
