Hotels must make social media an integral part of their communications system if they are to stay relevant, commented a GM ahead of The Great GM Debate which is taking place later this month.
Managing director of City Seasons Hotel Group Thomas Tapken said: “There is no doubt that social media is here to stay and, as with any organisation, it should be an integral component of the communications strategy which in turn is aligned with the business plan.”
But he stressed that simply deciding to use social networking sites such as facebook or twitter would not work as a legitimate business tool.
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“For social media to be effective there needs to be an investment in a dedicated expert. Simply dumping the management of Facebook and Twitter onto an already stressed communications manager will not achieve optimum results. There needs to be a clearly thought out strategy and a dedicated manager to communicate and engage with audiences across the different social media channels,” explained Tapken.
The issues surrounding the use of social media, as well as a host of other topics will be discussed at The Great GM Debate on September 29 at Jumeirah Beach Hotel, Dubai.
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