from the blog.

Practicing active social media listening

Social media is increasingly important in the customer decision process when it comes to traveling. A 2014 research found that that 44% of travelers aged 18 to 34 used social media for travel planning. A 2013 Nielsen survey with travelers using social media to make travel plans found that only 48% stuck with their original ideas, and 33% switched hotels. This new reality means that hotel chains need not only to be present in social media channels — they also need to be listening.

One example of a company investing in social listening is Hilton Hotels. A case study about Hilton and social listening shows that the brand receives 1.5 thousand Twitter mentions every day. According to the study, while the average reply time for brands in Twitter is 10 hours, Hilton Hotels answers on average 3.3 tweets in one hour, and the time between a tweet and a response is around 37 minutes.

The social media management from Hilton is betting on social listening to connect with its customers. By actively listening and replying to what users are saying about the brand, Hilton can control the narrative around its services and image and influence customers in their decision process for future travels.

You may also like

The exciting opportunity of Customer Experience (CX).

Customer experience (CX) should be at the center of every marketing strategy. And the market is starting to realize the power of CX. The Annual Digital Trends Report, organized by Econsultancy and Adobe, showed a […]


Can data privacy and digital marketing coexist?

When the Cambridge Analytica scandal broke out in early 2018, it sparked a series of discussions about data privacy. The debates got stronger as more and more news broke out on the misuse of personal […]


BERT, SEO, and Marketing Research

Google announced last week a new search algorithm that took the SEO world by surprise — and that might change the direction of SEO specialists towards marketing research. The main goal of BERT, or Bidirectional Encoder […]

Leave a Reply

Your email address will not be published. Required fields are marked *