how to manage your hotels online reputation

http://www.hotelmarketing.com/index.php/content/article/how_to_manage_your_hotels_online_reputation
Social media websites and blogs have rapidly become an important part of any effective Internet marketing strategy. Why? Simply because these websites are where people are talking about your hotel and your services and there is no better advertising media than “word of mouth”. As the hotelier or director of marketing, OUR  challenge is to know what the buzz is and adding OUR  own buzz. Clearly, the prospective hotel guests who visit these sites, and this number is growing daily, will definitely respond to consumer online chatter more than to a paid advertisement.

Not only do the majority of online shoppers visit more than one search engine before they book a hotel room, now they visit social media websites and blogs to see what is being said about the hotels where they are going. Recent market research tells us that more than 40% of all online travel shoppers will visit a social website or blog to read comments and reviews about the hotels at their destination before they make a reservation. It’s not only about brand perception anymore; it’s what a real guest experienced at a specific hotel and what they share online. In some cases their sharing includes pictures or even videos of the experience.
Online buzz is not always bad and social media should not be perceived as a negative, many people do go online to tell others about a great deal or a good experience during their business trip or vacation. The real challenge is how do we know what is being said about our  hotel, without spending hours every day surfing the world of User Generated Media. Then we  need to prioritize the online chatter and respond quickly to the most relevant comments
our  online reputation is important so it is important that we  manage it effectively. A quick response tells prospective guests that we are aware of any negative issues and that it is being or has been handled. A response also opens a direct communication with prospective consumers and this can be a major benefit. For those positive online comments, our  response will go a long way in showing prospective guests that their online buzz is appreciated and they will bring us  some repeat business. Plus a response to positive buzz will most likely generate even more.