Exclusive Feature: Hotels, fess up: how often do you hear from your media team that you need more social media hits, more tags on Instagram and more friends on Facebook? How often do you hear from your PR agency that they're 'working on long leads' or organizing tweet-ups? How often do you wonder, 'is it really worth it?'.

The chatter about traditional press and social press has been going on for a while. While there's nothing like seeing your hotel gloss a double-page spread in your favorite travel magazine, there's also something helpful about the immediate impact social media attention can have on your hotel. So how do you know what's the right press?

I've worked with hotels, airlines and lifestyle companies for years and this is the question I get asked more any. The answer is simple: it's all about the timing.

Let's state the obvious:

Yes, social media has become the new mainstream press. It's where reporters go to discover new sources, what PR people scan to see what's trending, and where hoteliers troll to find out what's being said about their hotels and their competitors.

No, not every piece of press is a beautiful image of your hotel.

Now that we got that out of the way, how can hotels determine what the right press is -- and by that I mean, what's the best outlet for the message you're trying to push? The answer: a reputable source.

That's right -- the tables have turned and it's not just reporters who are looking for a good source to tell their story; hotels and travel companies must also be diligent when asking for press from people on the web.

So how do you know? Here are a few ways hotels can ensure they're approaching the right people to talk about their brand:

1. Travel writers vs. travel bloggers: There is a difference, but the lines are more blurred than ever.

Travel writers are generally affiliated with a publication, which means they are limited in what they can and can't accept as "press trips" or gifts. Travel bloggers generally write for themselves, or contract with various online publications.

The rules around accepting gifts are a little more lenient, but travel bloggers should be disclosing their gifts on the blog posts they write about that trip, hotel, airline, and anything else. Is one better than the other? That's not an easy question to answer, and certainly not one we can answer in one column.

However, it's always advisable to do your due diligence when reaching out for press: check references, read past articles and research the demographics of your intended outreach. Doing this will help you align better with your press goals, regardless of who is writing the story.

2. Online vs. in-print press: The best way to determine where to put your efforts is to determine what you want out of the intended press.

If the concept is a forward-looking piece about the brand and what's to come over the next few years, it might be worth putting that story online where it will gain traction for a while and be visible over a longer period of time. If the concept is to highlight the hotel visually - maybe it just went through a renovation or it's a new build - then a glossy magazine piece might be best.

The good news is: in both cases, there's always room for additional press via social media.

3. Right now vs. later on: When it comes to determining how best to place your press, it's important to think about the long-term value of the story.

If your piece is evergreen (meaning it can be published anytime) or if you're planning ahead to reveal a major renovation or remodeling, a long-lead print piece might best tell your story.

If you're hosting a party, revealing a new menu, or just promoting some new specials or discounts, online sites, blogs and even Twitter and Facebook, might be the better place to put your story.

The most important piece of advice I can give you: monitor your social media channels. Once a story hits the mainstream - whether it's with a blogger, travel writer or one of your guests - it's here to stay. Good or bad, it's your job to ensure you communicate the right message.
 
This is strictly an exclusive feature, reprints of this article in any shape or form without prior written approval from 4Hoteliers.com is not permitted.

Melanie Nayer is a hotel reviewer and expert on luxury travel around the world. She has covered all aspects of hotels including corporate restructures, re-branding initiatives, historical aspects and the best of the best in luxury hotels around the world.

Melanie writes a weekly exclusive column for 4Hoteliers.com