In uberVU via HootSuite’s Travel and Hospitality Cheat Sheets find tips on how to optimize social media for four key use-cases: Brand Building, Customer Service, Crisis Management, and Real-Time Marketing.

1. SOCIAL MEDIA
MARKETING
CHEATSHEETS
TRAVEL &
HOSPITALITY BRANDS
4 key use cases & how to measure them

2. SOCIAL MEDIA FOR
BRAND BUILDINGA guide for Travel & Hospitality brands
Social media platforms are great opportunities for airline and hotel companies to
build brand awareness and share messaging with a wide network of fans and potential
customers. Brand building through social can take many forms, but you’ll know it when
you see it: whether it’s a funny tweet showing the brand’s sense of humor or a Facebook
post giving a behind-the-scenes look at company initiatives, travel and hospitality
brands use social platforms to show who they are and what they stand for.
How they do it:
United Airlines: To further its position as an airline with excellent customer service, United uses social to
share what makes its customer service reps tick.
Delta Airlines: Trying out one of the more uncharted social media platforms, Delta shares imagery and
inspiration with its Google+ fans by highlighting the “Always Travel, Never Stop Learning” tagline that’s
part of it’s larger brand strategy. Delta’s fans are passing the message along, too!
Which of the biggest travel
& hospitality brands are
doing this?
ubervu.com | 1.800.286.1624

3. Marriott: Marriott uses Pinterest to cultivate consumer perception that the brand is honeymoon and
romantic-travel friendly. Shareable sandy beach photos tend to get re-Pinned frequently on Pinterest,
increasing the chances for Marriott’s message to reach more consumers in a viral way.
Westin Hotels & Resorts:
hotel in its network AND show that industry experts have a high opinion of the brand.
Best Practices for Social Brand Building:
messaging (information you’re probably already
familiar with as a part of the marketing team) when
creating content for social channels. Stay on brand!
or behind-the-scenes interview can convey your
position just as well.
airlines to shine. Try building a brand presence on
consumers take a peek into your world! Sharing
photos and albums on Facebook is also a great way
to spur engagement and widen your brand’s reach.
consumers chat about your brand online to tailor
those who follow your boards on Pinterest, and
ubervu.com | 1.800.286.1624

4. Sentiment for conversations about your brand
positioning words and
phrases in your brand’s conversation map
fans, followers, Likes, etc.
Shares, RTs, +1s, Pins: are people actively
sharing the messages you put out?
of your followers: do they match up with
your targets?
Watch out for:
Getting too promotional: while it’s ok to share sales and campaigns your company is working on, be
brand building and selling.
Attracting the wrong audience:
brand whose posts are only getting a reaction from teens, consider tweaking your content to appeal more
to your target demographic: wealthier, older individuals.
ubervu.com | 1.800.286.1624
KEY
PERFORMANCE
INDICATORS

5. SOCIAL MEDIA FOR
CRISIS MANAGEMENTA guide for Travel & Hospitality brands
When a crisis about your brand pops up, whether it starts on social media or is simply
being discussed there, it’s important to handle the issue gracefully, and in a timely
manner. A quick and well thought-out response on social platforms can make the
health—AND sales. Social media is an important channel to monitor and manage
during a crisis, and watch out—it moves fast!
How they do it:
Southwest Air
to resolve the issue. Bonus points to Southwest for escalating the issue to their VP of Customer Relations
and communicating their response both to Smith directly AND to the general public with this tweet!
Which of the biggest travel
& hospitality brands are
doing this?
Find real-time insights to support your brand during a crisis ubervu.com | 1.800.286.1624
Virgin Atlantic
impressions in the process, Virgin handled the crisis gracefully and came out with a win.

6. Find real-time insights to support your brand during a crisis ubervu.com | 1.800.286.1624
Best Practices for Social Crisis Management:
making it that much harder to manage later.
absolutely necessary.
Get the story as quickly as possible, and work with your Communications or PR team to come up with
language you can use to guide the conversation on social platforms.
team knows what to do if something does happen.
Sentiment recovery for conversations
about your brand—how quickly does the
sentiment around your brand return to
normal levels after a crisis?
conversation
map or word cloud related to the crisis—
is this decreasing to a manageable level?
Engagement on crisis-resolution posts:
Watch out for:
when in doubt, check in with your company’s
blame game.
the crisis and comments on your brand posts across social channels—many will need additional
response, so be vigilant about addressing concerns and criticisms.
KEY
PERFORMANCE
INDICATORS

7. SOCIAL MEDIA FOR
CUSTOMER SERVICEA guide for Travel & Hospitality brands
Perhaps more than with any other industry, social networks are the places many travelers
go to share feedback on their experiences and ask for help from brands when they have a
problem. The traditional principles of customer service apply here, but instead of handling
them over the phone, you’ll be responding to tweets, commenting on Yelp reviews, and
often escalating the issue to email or another medium to fully resolve it.
How they do it:
American Airlines: American Airlines answers customer complaints from their primary Twitter handle, opting
to take the conversation quickly to DM in order to resolve issues away from the eyes of their many followers.
Which of the biggest travel
& hospitality brands are
doing this?
ubervu.com | 1.800.286.1624
JetBlue:
help via telephone where necessary.

8. complaints on the same page they use to share
new marketing initiatives and respond to fan
comments, they’ve opted to sound the customer
service side of their social into a separate account,
making sure complaints to both @hiltonhotels and
@hiltonhelp get addressed. Typically after a tweet
route it directly to the hotel in question.
ubervu.com | 1.800.286.1624
Best Practices for Social Customer Service:
keep a relatively constant eye on mentions of your brand (both directly
you to tag and assign issues to team members if more than one person handles the responses.
ensure the best possible resolution.
when it makes sense, take the conversation to DM,
email, or phone to fully resolve the issue.
Sentiment for conversations about your brand
Number of mentions of your brand vs.
number of replies you made
(ideally, this should be
Watch out for:
email, or a quick phone call and use public social posts to refer them there if you need to.
followers says something negative about your brand, but use them to your advantage by doing a stellar job
KEY
PERFORMANCE
INDICATORS

9. SOCIAL MEDIA FOR
REAL-TIME MARKETINGA guide for Travel & Hospitality brands
Real-time marketing is about recognizing an opportunity and responding to it. There are
two types within social media: content-based and conversation-based. Content-based
involves creating content—video, images, etc.—to interject into trending conversations.
Conversation-based is essentially real-time engagement; it’s about listening and reacting
to current conversations. Both types of real-time marketing revolve around delivering
the right message, to the right audience, at the right time.
How they do it:
Delta: Delta uses content-based real-time marketing to join trending conversations. The airline participated
in the social chatter surrounding the birth of the royal baby by posting this image on Facebook and Twitter
shortly after the birth was announced.
Which of the biggest travel
& hospitality brands are
doing this?
ubervu.com | 1.800.286.1624
complain. Delta took advantage of the hot topic and promoted a “cool down” getaway to Iceland.

10. ubervu.com | 1.800.286.1624
Virgin Atlantic: The airline traveled to several cities and utilized conversation-based real-time marketing
Virgin Holidays:
content-based real-time marketing by posting this image on Twitter—joining in on the conversation and
promoting travel at the same time.

11. are people
engaging with and talking about your
: are you increasing your
Increased social following: are you gaining
Watch out for:
Only choose opportunities that are relevant to your brand and your audience.
Make sure the opportunity is still timely before you join in.
Monitor the conversation to ensure you know the overall sentiment so your
content is appropriate for the situation and audience.
KEY
PERFORMANCE
INDICATORS
ubervu.com | 1.800.286.1624
participating.
content is easily associated with your brand.

12. Social data can empower everyone. With our intuitive, easy-to-use social analytics platform, you don’t
have to be a data scientist to see the value of social media analytics.
WITH UBERVU VIA HOOTSUITE YOU CAN:
• Attain deep listening with 26 social platforms and more than 100 million data sources across the web
• Measure the performance of campaigns and easily report on results
• Gather competitive intelligence and perform market benchmarking
• Discover top-performing content and real-time marketing opportunities
• Be alerted of any real-time spikes in mentions, sentiment, activity and other important metrics
• Build custom Boards to view and take action on the social data and conversations that matter most
ABOUT UBERVU AND HOOTSUITE
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