A four-star hotel in London started a Facebook and Twitter account but had no strategy for content or building its community.

Two social media workshops on-site at the hotel demonstrated the benefits of a well-executed social media strategy. We encouraged the hotel to reply to TripAdvisor comments and identified a person in-house to engage in friendly online networking with customers and online influencers. We also conducted an online report, which resulted in us making recommendations for better SEO activity.

• Initial results showed the hotel jumped 28 places on TripAdvisor and the resulting leads generated £40,000 in direct bookings on its website.
• The change in personnel saw the number of Facebook fans jump from 359 to 1,798 during its Christmas campaign.
• Its Facebook page is now an extension of its website and the hotel answers customer queries through Twitter. Today, the hotel enjoys over 7,000 followers on Twitter.
• New FBML buttons on the hotel's Facebook page were recommended to drive more direct bookings to the hotel's main website, as well as to its restaurant and more about its location in London.

Project Deliverables: Social media workshops and strategy