Social Media Report

Since the introduction of Facebook and Twitter, organizations such as Hilton and Marriott are both using these social media platforms to boost brand loyalty and recognition to their audiences. Both Hilton and Marriott uses Facebook and Twitter to create a vibrant culture and lifestyle. They both identify with their wide range of audiences through travels, pleasures, luxuries and much more. Their audiences can vary from leisure, to business travelers, to anywhere in between. They both are very proactive in responding to guest dissatisfaction by commenting and offering further assistance for the disgruntled Facebook or Twitter user using social media to express their disappointment. However, although both organizations are competing within the same industry, their social media strategies are different from one another.

Hilton’s social media strategy is to promote travel and leisure by posting pictures of different travel destinations from around the world and to engage their audiences by allowing them to comment. They also connect with their audience by allowing them to submit pictures to post on Facebook and Twitter. By posting scenic pictures on Facebook and Twitter, they are inspiring their audience to come to experience this moment for yourself. They also hyperlink promotions and other newsfeed through Facebook and Twitter. To manage relationships with their audiences, Hilton post stories of community, experience, and current trends. A year after Hurricane Odile’s destruction to Baja California Peninsula, Hilton posted different videos showing unity, strength, and commitment during the rebuilding process. The following is a Facebook post by Hilton:

Hilton will also recognize current trends through Facebook and Twitter such as “I’m against bullying #SPIRITDAY”, which was displayed on their cover photo for both social media platforms as shown below:

(Facebook)

(Twitter)

Marriott’s social media strategy is to brand themselves as the industry leader when it comes to cutting edge technology.  The heading “Travel Brilliantly” markets new technological features such as their new virtual reality room service feature and offers a guest a virtual reality experience. A guest can experience this service by using a headset called “VR” that is available in some hotels. The following are Facebook and Twitter posts by Marriott : 

(Facebook)

(Twitter)

To manage relationships with their audiences, Marriott promotes different technologies such as different mobile apps through Facebook and Twitter and empowers their audience to engage by being able to provide valuable feedback to them . They also encourage their audience to share ideas and are open to new creative concepts in mobile applications that’ll reinvent travel. The following is a Facebook post by Marriott : 

Marriott will also post current traveling tips based on the season and recognize current trends such as “#NationalDessertDay” as shown below:

In conclusion, social media is a powerful tool that can help organizations connect and engage with their audiences and helps build brand loyalty and recognition. From my research and observation, both Hilton and Marriott are very proactive in updating, connecting, and responding to their audiences through Facebook and Twitter. Clearly, the use of social media platforms by organizations is a powerful way to connect, promote, and share news with their audiences. Social media provides organizations with a wealth of useful, and valuable information and much, much more, which should validate the importance and utilization of social media to any organization.