They have realised that Twitter is a new platform which can be used to engage with customers in an interactive way. Some companies have had a huge amount of success and have been able to generate direct sales from twitter. However, it is not right for every brand and should certainly be approached with caution. It is vital that brands don't just jump on the bandwagon and hope for results. Many people are completely unaware of how to utilise this customer engagement tool and this can lead to a damaged reputation. So here is a rough outline of how the hospitality industry can use twitter and a few golden rules to follow.
Twitter is a useful way of engaging with customers on their turf and on their terms. A little research will highlight what trends are popular with customers and what people are looking for online. People will actually ask questions on twitter and expect to be sold to. For example, somewhat might ask a question like 'does anyone know a good hotel in Surrey?' Although it is important to note that you must not sell too much on twitter. For example, it might be a good idea to have one sales tweet every 10 tweets. Companies that bombard people with sales tweets and spam messages will quickly be unfollowed. Hotels and restaurants can post special offers, vouchers and deals on twitter for loyal customers but obviously not too often.
It is important to be aware that you can receive some negative feedback through twitter. However, if dealt with in a professional manor then you can potentially avoid unhappy customers. Twitter can be used for reputation management and company's can respond to complaints and questions instantly. However, any rude or defensive responses to customers will be monitored by a large audience and unfortunately bad news has the potential to spread very quickly on twitter. Simply being professional and responding to enquiries appropriately will avoid any sticky situations.
Twitter can be great for hotels and restaurants to establish their brand and start to build a positive reputation online. Loyal customers will be able to keep up to date with current offers and news. They will also feel valued and important if they are contacted directly and have their queries answered in a personal way. This will help to generate referrals and achieve greater brand awareness.
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