Our world is so immersed online that we have to be cautious with what we allow into our line of sight. We get so much information form the web including news updates, connections to friends and family, entertainment, shopping and almost anything else you can think of, that almost everything is now virtual. That being said, there is an implicit responsibility to produce quality and factual content for your online audience to enjoy. The power of the web including that of social media is accompanied with a great responsibility. As a content producer you must have verified facts and quality content which must be in sync with your brand and your hotel social media strategy. But what can you do if there is online content that is not inline with your brand?
For starters you can monitor closely what you have control over. If you regularly post on your websites or social media there should time set aside to review what is being posted. Weather there is a schedule or color scheme to follow or a quota for content, it should all be curated with the utmost caution. Your content should fall in line with your mission statement, your design guide and should be easily recognizable as your brand. If for some reason there is content that strikes a chord with a big sector of your audience instead of trying to defend it you might consider taking it down all together. By doing so, you can avoid more people falling out of favor with your brand.
Another aspects that is worth noting is responding to negative reviews. Although positive reviews can encourage people to visit your location or try out your services negative reviews can do just the opposite and discourage people from taking further steps to get to know your brand. In the case that people review your brand these usually fall on very polar sides. Either people love your brand and can’t wait to tell the world or are highly disappointed and want to warn others. If the reviews are positive it is good to acknowledge the time the person took out of their day and say thank you. If the reviews are negative, you might have to choose if you would like to respond to certain situations. But keep in mind that if you do respond, reviews are usually public and all eyes will be on you, so go forward with caution. If the matter is addressing an issue specific to the individual that might not be relevant to most of your audience, you can ask the customer to migrate platforms and continue to try to solve their problem through a more private means like emails or inbox. Although the public won’t see your response, they will see that to some extent you did address the issue and tried to remedy the situation and that may earn points with them as they will see that your brand is taking responsibility of the reviews of their performance.
Lastly, if you are collaborating with anyone inside or outside of your team you are still responsible for any content that is put out on your behalf even if you are looking for user generated content benefits. For example if you are collaborating with an influencer to spread awareness of a new product through a specialized campaign, the content that they produce should be monitored by you to some extent because as soon as it is public, that content will be tied back to your brand. Although you cannot control everything that is tied back to your brand, you must be aware of the buzzwords generated around your brand so that you at least have awareness of how your brand is perceived so that you can better shape that to fit your company’s goals.
When we talk about the online world, there are many things we cannot control, but there is a lot that we can. We cannot control what others say about our brand but we can control how we respond to it and the content that we put out about ourselves on our own channels and this helps shape our audience's perception of us as a responsible company.