Ignore Social Media Sites at Your Peril
Posted by Rosemary Brkopac on Fri, Nov 12, 2010
Although it’s a bit of a way down on Quantcast.com's list of most visited websites, Trip Advisor (U.S. rank #86) has maintained a high profile in the news lately. The site, frequented by social media savvy globe trotters, is being threatened with a group defamation suit over claims of unfounded criminal allegations against hoteliers via user reviews posted on the site. Accusations of racism, theft, assault and food poisoning are amongst the most egregious, but concerns have also been voiced against (phony) posts that direct users to competitor sites, posts that use offensive language, and reviews on the site older than 18 months.
One of the reasons Trip Advisor has been targeted for action is because of its broad influence; the site boasts an estimated 40 million monthly visits worldwide, with U.S. visits estimated at 15 million. How does that translate into influencing consumer buying decisions? Well, this week, a press release from the World Travel Market revealed that one in three U.K. travelers uses social media sites when planning their holidays. The findings are that “Trip Advisor was the most popular, with two-in-three (66%) consulting the site. Around one-third referred to Facebook (34%), one-in-five (21%) looked at YouTube with 17% looking at Twitter. WTM’s research found that 42% of social media users went ahead and booked their original choice. However, more than one-third (35%) changed their hotel as a result.”
World Travel Market Chairman Fiona Jeffery explains “It’s believed social media has revolutionized the travel and tourism industry, however the findings of the World Travel Market sur
vey would dispute this. What is clear is the general perception of a travel company or holiday resort on social media does impact on potential bookings, so companies within the travel industry need to make sure they are fairly represented on social media sites.”
So, is the typical Canadian consumer influenced by opinions voiced on social media sites? I solicited some input from two world travelers and extensive users of Trip Adviser for their views. My longtime friend Sara reflects “I try to look for reviews that are balanced because the person who complains about everything is obviously someone that cannot find the good in anything.” Does Sara take negative reviews seriously? “Definitely, especially if there are a lot of them, and focusing on things that are of importance to me. If someone complains about room service, for instance, that would not bother me; but complaints about hidden costs, theft, or health and safety issues, these I take more seriously.” My colleague Yuri, just back from a trip to Italy and now planning his winter break in the Caribbean, says “TA has never disappointed in helping me find a good hotel/resort- good from a price/service ratio view. Because I use TA a lot I feel it’s my commitment to write reviews about hotels/resorts I’ve stayed at.” Yuri believes what is of importance is the percentage of positive reviews a hotel receives, and understanding the nature of negative comments. “Some people complain about things like bad weather and strong winds - what does the hotel has to do with that? But if complaints are about the food or service this is red flag to me.”
Meanwhile, one business
owner recently commented in the press that “the influence of Trip Advisor meant that hoteliers were being forced to engage with the site, costing time and money”. Conversely, TA Senior Director of Display Sales, Martin Verdon-Roe is urging hotel owners to actively engage with customers through its site, stating not enough hoteliers are challenging negative reviews made online by customers. The status quo is that Trip Advisor is being presented with several of the most severe cases and given 14 days to take action. If none is taken legal proceedings will commence and information will be requested on individuals posting defamatory reviews.
As time unravels, this saga will surely be played out in the media and perhaps even in the courtroom....And the most important takeaways for brand owners?:
- Be aware of the significant social media platforms where your brand is being represented.
- Be vigilant and take the time to monitor important sites daily, or contract a company such as BrandProtect to assist you in monitoring for negative content or unfair criticism.
- Be willing to engage with your customers; address legitimate concerns and respond to unfounded attacks.
- Be willing to employ a creative approach to battling negative content. I recently viewed a TV program where a hotelier made some changes, invited back disgruntled visitors and asked them to post a second review of the premises. All of the new posts were glowing.
- Be willing to enforce your rights; your brand and reputation are a huge investment- so protect them!