Part of building a brand is the need to stay authentic and honest, and where else to display that than on social media? Even so, how authentic – or how honest –a company should be is a lingering question.

According to Kristine Honig, a consultant for the Tourismuszukunft consultancy, it’s a bit of a journey of self-discovery with a lot of strategizing in order to effectively use social media to get key corporate messages across – and determine how much to lay bare.

“Authenticity only works when everything fits together,” said during the ITB convention in Berlin this week.

Honig explained that companies need to first develop their key corporate messages, and determine their target audience. Part of that journey is also finding the right people to support these messages and get them involved in all levels.

“It is important to take all your employees on board,” she said.

And when mistakes happen, she says companies should accept them and be proactive by being honest and admitting their errors.

“It is about honesty, again, about authenticity, being honest and true,” she said.

As for where companies stand on various topics, Honig added that they need to stand for something, consistently showing evidence to back up what they support.

“It should not just be lip service,” she said.

Basically, it’s about keeping it real.

Photo caption: Kristine Honig, consultant for the Tourismuszukunft, presenting at the ITB 2019 in Berlin

Photo: Eros Banaj

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. Jabeen Bhatti is reporting exclusively for 4Hoteliers.com at ITB Berlin 2019 - www.4Hoteliers.com/itb.

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