Planning a monthly social media benchmarking study
by Josiah Mackenzie on June 09, 2010
7 Comments
7 Comments
I’m talking with a major hotel software company about producing a monthly benchmarking report on how hotels (and their guests) are using social media.
Which metrics would you find most helpful in a study like this?
The big challenge is coming up with numbers that are useful across the wide range of properties out there.
Let me know your thoughts in the comments, and we’ll try to put this together for you.
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Article by Josiah Mackenzie // June 09, 2010
Josiah helps hospitality organizations use technology and the social web to provide better service and generate more profits.
+1 347 422 6784
Dear Josiah,
Great initiative. I guess it would be interesting to have an idea of which sites / networks are used most, related probably to what countries / region, what is the best platform for hoteliers and guests to share (the largest traffic), which network allows best hoteliers to share but also to convert traffic into purchases / guests return …
Just some ideas that I would really welcome.
Looking forward to reading your report.
Sincerely,
Eddy
Okay, so watching which networks have the most marketing potential for driving traffic and sales.
That would be very useful, but I know there are a few big players that would come out on top every time. Perhaps we measure the change in traffic from month-to-month?
I’m sorry to piss on the parade, Josiah, but I think it’s important not to be too obsessed with metrics when it comes to Social Media mentions.
I am all for quality rather than quantity here.
Is there already a tool that shows up all the mentions of a brand in all social media including forums ?
And is there a way for this tool to filter out all the irrelevant results and noise such as maybe #hotel sucks or #hotel rocks in social media and forums so that I can actually concentrate on VALID MEANINGFUL comments (both positive and negative of course) that are being made about MY hotel brand.
Thats what Id like to see…
Cheers
Mihir
I agree with you, Mihir. I don’t want to get obsessed over metrics, but at the same time, I’d like to see some industry benchmarks just to get a picture of what’s going on.
Picking the “right” numbers will be the big challenge.
Hi, I’m really looking forward to reading this report when it becomes available.
I would love to see which social media platforms are ‘Energizing’ the most for hotels. So which platforms generate the most amount of chatter? So maybe look at blogs compared to twitter, looking at inbound links and blogs linking to yours compared to the total reach of retweets and mentions. Lets see some platform wars!
Cheers and thanks,
Richard
BluSky Marketing
Bring on the platform wars!
So we would compare networks side-by-side to see which ones generate the most buzz and links?
Yeah. Side by SIde. So blogs vs. twitter vs. social networks (facebook) vs. photo and video sharing sites (YouTube, Flickr). Cheers Josiah. All the best with it.
Richard
BluSky Marketing