The 4 Pillars For Your Online Reputation Management

Editor’s Note: As we are building our SkiftEDU service for marketers and SMBs in travel, we recently launched a new initiative: our new weekly series on digital marketing tips and tricks, SkiftEDU How-Tos. These How-Tos are a series of free in-depth weekly articles around various topics in digital marketing, such as this one below. The growing popularity of social media and review sites has given birth to a whole new reality that many folks in the travel and hospitality sphere sometimes wish would go away: online reputation management, or ORM. In fact, consider these stats: TripAdvisor reaches 350 million unique visitors per month! There are more than 320 million reviews on TripAdvisor, covering 6.2 million accommodations, restaurants and attractions. Yelp, which operates mainly in North America and has a strong focus on restaurants, shows more than 102 million reviews Yet, it’s estimated that only 30% of questions, comments and reviews are answered by brand