The Bottom Rail by Verbal Shredwright

Most of today's big corporate PR firms and marketing executives rose up the ranks in the biz during the era of doing what you were told…and the idea was to intentionally mislead customers with slick ads and expensive commercials. Now they are dealing with the look at me selfie generation that questions everything. They see through the placating a handful of special interests, half hearted efforts and the making of excuses to dismiss equal opportunities for events and entertainment that don't put profits first and people second.

FACT: 75% of Travel brands and businesses do no social sharing of any kind

-> Simply posting ads, promotions and PR photos is the way of TV, Radio & Print media of last century… Social Media is an interactive network enabling the customers to connect with brands and businesses, while sharing their experiences with other customers worldwide in real-time.

This next generation of consumers have become more skeptical and suspicious of big corporations, advertising spin and media propaganda. Today's social media enables consumers to find and share first hand accounts and experiences about the snow conditions, restaurants, hotels, customer service and more…while bye-passing all the expensive resort ads, spin and propaganda. Social media offers more than traditional advertising media of the past… it enable brands, businesses and their customers to connect, engage and execute transactions in real-time.

FACT: 92% of Travelers say social media reviews are more valuable than paid advertising

-> Reposting, Sharing, & Quoting unsolicited reviews, feedback, comments, etc shows potential customers what they can expect from sharing the REAL experiences of other REAL customers

FACT: 72% of Travelers will post photos to social media while on vacation

-> Reposting, Sharing, & Commenting on REAL Photos taken by REAL people has a greater impact and effect compared to advertisements and images posted by PR staff

One of the consequences of more informed consumers intended or otherwise is audiences placing higher standards and expectations on brands and businesses who boast the highest profits and charge the highest prices. For example: Resorts, hotels & restaurants that have time to constantly post propaganda photos and email special offers, but are unable or incapable of responding to email inquires and direct message in a timely manner… if they even respond at all. Why would your hotel, resort, restaurant, retail shop or any business have an email or social media account if you do not respond to direct customer inquires and feedback?

FACT: 78% of Travelers say social media influences their restaurant choices on vacation

-> Reposting, Sharing, & Quoting Good reviews, feedback, comments, etc shows you're attentive to customers and proud to share REAL experiences of REAL customers

FACT: 40% of Travelers post restaurant reviews on social media

-> Monitoring reviews, feedback and comments on social media enables brands and business to show they are attentive and responsive to customers even when resolving issues

Programming an app to post ads and email propaganda and not actually monitoring and responding to customers reflects the continuation of dated philosophies and approaches of BIG corporations. They use the same ideas from the past in their social media just like TV, Radio & Print ads talking at potential customers. Rest assured if customers cannot connect with and buy from you using technology…then they are using it to express their disappointment with your brand or business and spending their money on the competition. Remember the expression about those who have a bad experience telling 10 more people than those they share a good experience with? Social media enables them to tell hundreds and thousands of people at a time.

So, if you still don't respond to emails, ignore direct messages and don't share their photos and reviews to engage your guests and customers on social media…other consumers and your competitors are watching and learning from your mistakes.