Gulliver | The Economist

Gulliver | The Economist: "Starwood's storytelling contest and the lure of Facebook"

Hotels' social media strategies should focus on what social media are best at: identifying and rectifying customers' problems. If you use Twitter and Facebook to connect with your customers, get their feedback, and actually take action to fix their problems, they'll be much happier, and they'll tell they're friends about how you helped them. That means both your customers and their friends will be more likely to book with your hotel next time they travel—whether they use an online agency or not. And that's what it's all about, right?