Skift Take
Smart hotel brands are upping their content marketing game on social media channels to generate more conversations online and off.
When it comes to social media marketing and consumer engagement, Hilton Hotels, Waldorf-Astoria, and The Ritz-Carlton seem to be doing something right, according to data from Toronto-based technology and data company, Engagement Labs.
For the month of February, Engagement Labs sorted through two of its proprietary data sets to see which hotel brands did the best job engaging, impacting, and responding to consumers both online on Facebook, Twitter, and Instagram, as well as offline. To do that, the company analyzed eValue social media measurement scores and data from TalkTrack, a measurement source of word-of-mouth conversations from the Keller Fay Group, within the U.S. region.
Here's what they found:
Bryan Segal, CEO of Engagement Labs, says the value of these rankings underscores the importance of social channels and offline conversations to hotels in terms of generating brand awareness, engaging directly w
