Today, a single Tweet or Instagram post going viral can impact a company’s bottom line-or an entire city-considerably. Referencing Miami Mayor Francis Suarez’s Tweet that triggered an exodus of tech companies from Silicon Valley to Miami, Farkas explained how social media has become a public forum with real implications for businesses. Social media is no longer just a space for people to share photographs with friends and family. What happens in the digital world has implications for the physical world Here are the top takeaways from the discussion. Also on the panel was Ian-Michael Farkas, a CHR board member and vice president of the Americas at Local Measure, a customer communications management platform, and Liam Fayed, co-founder and chief brand officer of Surf Air Mobility, a company transforming airline experiences using technology. Brant, an adjunct professor at Pepperdine University’s Graziadio Business School, and LaTour co-authored the paper, “ Social Listening to Create Bespoke Customer Experiences: Best Practices for Hospitality Operators,” that inspired this keynote. Ana Brant, global director of research and experience design at Dorchester Collection. The keynote was moderated by SHA’s Kathy Latour, the Banfi Vintners Professor of Wine Education and Management. On June 2nd, the School of Hotel Administration’s (SHA) Center for Hospitality Research (CHR) hosted a virtual keynote to explore how hospitality companies can leverage social listening to deliver personalized guest experiences. Hospitality companies that proactively monitor and respond to their social media networks, a practice known as “social listening,” have a unique opportunity to truly know and delight their guests with one of a kind, personalized experiences. Consumers, more than ever, are increasing their digital presence and engagement with companies on social media, leading to a wealth of public information regarding their likes, dislikes, activities, and much more. Industry and academic experts convened online to make the business case for “social listening.”Įvery day, billions of people all over the world use social media to communicate with each other and their favorite brands.
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