Which phrases should you monitor for hotel reputation management?
by Josiah Mackenzie on July 28, 2010
8 Comments
8 Comments
If you’re setting up Hootsuite or Google alerts, which phrases should you use to monitor the web for mentions of your hotel?
Start out by trying some of these…
- Your Hotel Name (broad match)
- “Your Hotel Name” (phrase match)
- Your Hotel Name + City (include location if your name is generic)
- Previous names of your property
- Names of your restaurants and bars
- Your owners or management company
- Your General Manager’s name
- Your concierge
- Your competitors (what are they up to?)
- Names of journalists or bloggers relevant to your niche or location
- Content generated within your geographic location itself (Twitter location searches makes this easy)
- Searches with location-based intent (eg, Yourcity + hotel; Yourcity + event)
Your reputation monitoring list is something you need to test. No one group of keywords is right for every situation. But hopefully these will give you some ideas for starting out.
If you’re an Insider’s Circle member, sign in to access our keyword generator that produces a big list of ready-to-use search terms around this concept.
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Article by Josiah Mackenzie // July 28, 2010
Josiah partners with innovative hotel managers to help them use new media and the social web to create memorable guest experiences and increase profits. To bring him on your team, call him now: 1 (415) 347-6784
Great points Josiah !
I had reached only till #3 until I came across this wonderful list.
In fact, I think such To Do Lists should only be given to your Insider Circle Members – this is definitely worth a premium !
Cheers
Mihir
I shouldn’t post this content here for free?!
Whew! I’m so glad I saw this before Mihir talked you into taking it down!
Some of us need a bit more hand-holding in this arena, and I for one am so grateful for the clear and simple list, Josiah.
I would perhaps add “Your Hotel’s name as it is frequently misspelled”, if it’s one of those! And when using the GM’s or Concierge’s name, be sure that it is used in exactly the same way in all material (for example, if you include a middle initial, ALWAYS include a middle initial). And of course do the google search on the name prior to be sure that the “official name” chosen is not also used by well, “undesirable”?
Thank you, Josiah!
Diana
Great reminders, Diana – thanks!
Of course not, Josiah ! That’s what the Insider Circle membership is for, isn’t it ?
While it is great that you post great amount of valuable trends and interviews with path breaking hoteliers and hotel marketers for free, such valuable To Do Lists must be given away at a premium.
What is happening with the Insider Circle at the moment anyways ?
You SHOULD email me and we SHOULD see together how I can get your Insider Circle to really take off and make money for you.
Since I am of the 50,000 readers who don’t pay you anything for my reading pleasure, I would really like to help you make some money to compensate.
Cheers
Mihir
You’re exactly right, I do give most of my checklists like this only to paying Insider’s Circle members. My approach is to give away most of the theory free to my great readers here, and then the practical “how to” content to paying subscribers.
The program is actually off to a great start…signed more hotels this week, and more in the weeks ahead.
Thanks for your offer, though – I appreciate your conversation in the comments of my articles!
A useful list, many thanks. Some good additions to it from Diana, too.
My own suggestions would be:
“You hotel name + worst service ever” (or replace “worst service ever” with “really bad experience”) – this should be a separate alert, which allows fast reaction to potentially damaging negative mentions.
Also, I don’t agree with Diana on one point: By all means, use the name of your GM or Concierge in exactly the way it is used in your brochures, etc., but in addition, also use it in other common varieties including misspelled ones. I find that many people posting online hotel reviews and opinions, unfortunately, do not bother with 100% correct spelling.
It might also be worth to include the name of your Sales & Marketing Director and, would you believe it, I have even received interesting news using the name of the Chief Engineer/Technical Director. The latter resulted in finding comments made in a building industry magazine – not exactly a publication a hotelier usually looks in.
This is a really good point, but I think with many hotels tt’s a question of volume. There are simply not enough mentions of the hotel to necessitate advanced keyword queries like this.
If you are a large brand, by all means use advanced searches. But if you’re a smaller hotel, you can probably get away with using more basic phrases such as [hotel name] + “service” … which would include mentions like to talk about.
I appreciate your insights, Martin — thanks for stopping by.