Marketing using social media requires a different discipline and expertise from traditional and online marketing. Just as radio ads don't translate well to television, branded online ads typically don't work well in social media. Marketers wanting to utilize social media will need to think differently, and this section explains how.

Given the speed and reach in which information travels, a brand or property's messaging must be consistent with its social media feedback. For instance, if a hotel communicates its strength as being its exceptional service, but it has reviews on Expedia with complaints about its check-in, check-out, concierge, and housekeeping, then there is a gap between its marketing and how it is being perceived.

In this situation, the hotel will have a harder time attracting guests who are willing to pay the advertised rate. Conversely, if a hotel communicates its strength as being its style and décor, and it has photos on Flickr that depict its beautiful furniture, mood lighting, unusual lobby, and exclusive see-and-be-seen bar, its social media reinforces its marketing messaging and makes it authentic.

Branding in an era where social media is constantly validating or negating your stated brand promise requires a hotel marketing team to stay on top of this buzz, and to ensure that the strengths emerging out of social media match the features that consistently achieve operational excellence (as described in the previous section).

From a marketing perspective, a hotel's strengths must also outshine those of its competitive set. This is where social media provides tremendous insights.

Discovering a hotel's differentiators

In markets where there is more supply than demand, or in markets where there are numerous hotels in the same price range, a hotel needs to stand out to win a potential guest's business.

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