Friday, May 2, 2008

Reputation Management is More Than. . .

When you think of online reputation management, you may think of what consumers are saying about your hotel or how your competition is using your hotel name or content to trick guests in ppc advertisements. While those are two good examples of what is important in online reputation management, there are many more. This post from Marketing Pilgrim outlines the 10 different areas of your hotel reputation that you should be paying attention to online.

They break the items down into categories:
  • Critical - Hotel Name
  • Important - Legacy Hotel Names, Restaurants, Hotel Management
  • Valuable - Concierge, Niche Travel Writers, Disgruntled Employees
  • Optional - Resort Area, Parent Chain, Competition
Several of these categories, I hadn't even thought of before. It can be difficult to keep up with just tracking what is being said about your hotel, let alone all of these other areas. Here are some tools I would suggest to assist in monitoring your online reputation:
  • Google Alerts - If you haven't already sign up for a Google account and have them send you daily alerts about the keywords related to the topics above. This can be very insightful and is FREE, a word every hotelier likes to hear.
  • Use Yahoo! to look at who is linking into your site. In the search box, type "link://http://web address". This will show you who Yahoo! shows is linking into your site. Again another free tool.
  • While we have tested a couple of different reporting services, we like TravelCLICK's SearchView product. Their review tracking portion of the report is very good. However, I would be remiss to say this report is right for everyone. You should find what works best for you. Here are some other report you should look into: Avalon Report, TIG Global's Hotel Protect, Lodging Interactive's Chatter Guard are several to look at.
Regardless of which methods you use, please don't think that this is going away. Web 2.0 is all about consumers taking control. You can either join the conversation and flourish, or ignore it at your own peril.



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