How social media monitoring can yield sales

Last week, I took a delightful babymoon with my husband to Key West. When researching hotels for any trip, I heavily rely on Trip Advisor for insight and advice. We chose our hotel based on not only the reviews on Trip Advisor, which gave high ratings, but also because hotel management actively commented on positive and negative posts by users, which demonstrated to me that they took customer service seriously.

Fortunately, those in the hospitality field are recognizing how monitoring and responding to comments on social networks can drive sales and improve perception of customer service. USA Today published this article last month about hotel operators are monitoring online critiques to improve customer service, and in some cases, actually change business practices based on feedback. It’s a smart choice that yields ROI.

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