It’s a widely accepted that social media offers valuable insight into customer needs and influences all kinds of purchasing decisions.
Yet many companies still struggle to use it for anything more than distributing marketing messages. As a result, social media often ends up being treated like SuperBowl ads or billboards along the highway — something to do because everyone else is doing it, but whose impact is difficult to measure in a meaningful way.
But it doesn’t have to be this way. One brand who has used social to great effect is Best Western. The hotel chain found that the properties that are most engaged with social reviews grow their occupancy rates over twice as much as the least-engaged locations, and has wired social activity into the operations of its entire organization — so Best Western properties all over the world can use social media to drive business results.
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