Microblogs for Public Relations

download Microblogs for Public Relations

of 20

Transcript of Microblogs for Public Relations

  • 7/28/2019 Microblogs for Public Relations

    1/20

    1

    1.0Background Of The Companies

    1.1 DoubleTree by Hilton

    Figure 1: DoubleTree by Hilton Logo

    DoubleTree by Hilton was founded on 1969 and is part of Hilton Hotels Corporation, the

    leading global hospitality company. They currently own more than 325 hotels with more than

    80,000 rooms worlwide. DoubleTree by Hilton product line includes DoubleTree by Hilton

    Hotels, DoubleTree by Hilton Guest Suites, DoubleTree by Hilton Club, and DoubleTree by

    Hilton Resorts. DoubleTree by Hilton presents a freshly baked, warm chocolate chip

    cookie with walnuts to each guest at check-in. It is used to suggest DoubleTree hospitality,symbolize its culture of care, and it has been used to differentiate the DoubleTree hotel

    brand from its competition.

    Cited from:www.doubletree.comon 25th April 2013

    http://www.doubletree.com/http://www.doubletree.com/http://www.doubletree.com/http://www.doubletree.com/
  • 7/28/2019 Microblogs for Public Relations

    2/20

    2

    1.2 Four Seasons Hotels and Resorts

    Figure 2: Four Seasons Hotels and Resorts Logo

    Four Seasons Hotels and Resorts was founded in 1961. The Canadian-based company has,

    for nearly 50 years, transformed the hospitality industry by combining friendliness and

    efficiency with the finest traditions of international hotel keeping. In the process, Four

    Seasons has redefined luxury for the modern traveller. Four Seasons currently manages 90

    hotels and resorts in 37 countries. They also offer a growing network of Private Residences

    and shared-ownership Residence Clubs.

    Cited from:www.fourseasons.comon 25th April 2013

    http://www.fourseasons.com/http://www.fourseasons.com/http://www.fourseasons.com/http://www.fourseasons.com/
  • 7/28/2019 Microblogs for Public Relations

    3/20

    3

    2.0 Profile Of The Companies Official Twitter Account

    2.1 DoubleTree by Hilton

    Figure 3: Official Twitter account forDoubleTree by Hilton

    Screenshot from: http://www.twitter.com/doubletree

    NAME : DoubleTree by Hilton

    INDUSTRY : Hospitality

    TWEETHANDLE : @doubletree

    ACCOUNT STATUS : Verified account

    LOCATION : McLean, Virginia, USA

    TWEET SINCE : 6th January 2009

    NUMBER OF TWEET : 9,427 (as per 2nd May 2013)

    NUMBER OF FOLLOWER : 46,581 (as per 2nd May 2013)NUMBER OF FOLLOWING : 7,390 (as per 2nd May 2013)

    CORPORATE WEBSITE : http://www.doubletree.com

  • 7/28/2019 Microblogs for Public Relations

    4/20

    4

    2.2 Four Seasons Hotels and Resorts

    Figure 4: Official Twitter account for Four Seasons Hotels and Resorts

    Screenshot from: http://www.twitter.com/FourSeasons

    NAME : Four Seasons HotelsINDUSTRY : Hospitality

    TWEETHANDLE : @FourSeasons

    ACCOUNT STATUS : Verified account

    LOCATION : Toronto, Ontario, Canada

    TWEET SINCE : 28th December 2008

    NUMBER OF TWEET : 26,173 (as per 2nd May 2013)

    NUMBER OF FOLLOWER : 67,045 (as per 2nd May 2013)

    NUMBER OF FOLLOWING : 702 (as per 2nd May 2013)

    CORPORATE WEBSITE : http://www.fourseasons.com

  • 7/28/2019 Microblogs for Public Relations

    5/20

    5

    3.0 Comparisons Between DoubleTree by Hilton and Four Seasons Hotels and

    Resorts Twitter Accounts

    3.1 Similarities

    3.1.1 Customers Inquiry

    Both of the companies use their Twitter accounts as a platform to listen to their customers

    inquiries. The customers can just send their Tweets and Mention To the companies official

    accounts when they have any inquiries or questions to ask. The companies will then answer

    their questions to meet the customers needs.

    Figure 5: Four Seasons Hotels and Resorts answered to the customers inquiry

    Screenshot from: http://www.twitter.com/FourSeasons

    Figure 6: DoubleTree by Hilton answered to the customers inquiry

    Screenshot from: http://www.twitter.com/doubletree

  • 7/28/2019 Microblogs for Public Relations

    6/20

    6

    3.1.2 Feedback From The Customers

    Both of the companies also use their official Twitter accounts to receive their customers

    feedback regarding their services. Most of the time, they will reply their customers tweets to

    show their appreciation for them. The customers will also feel appreciated when their

    feedbacks are acknowledged by the companies.

    Figure 7: DoubleTree by Hilton answered to the customers feedback

    Screenshot from: http://www.twitter.com/doubletree

    Figure 8: Four Seasons Hotels and Resorts answered to the customers feedback

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    7/20

    7

    3.1.3 Tips For Customers

    In showing their concerns, both of these companies also share the tips for their customers.

    Since the hospitality industry is normally associated with travelling and holliday trips, so both

    of these companies provide their customers with a lot of tips on travelling and holliday

    destinations.

    Figure 9: DoubleTree by Hilton giving tips to their customers on travelling

    Screenshot from: http://www.twitter.com/doubletree

    Figure 10: Four Seasons Hotels and Resorts sharing tips with their customers on Prague

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    8/20

    8

    3.1.4 Promotions

    Both of these companies are using their official Twitter accounts to annouce their latest

    promotions. The customers will be excited to know about the latest promotions from these

    two companies. This effort will create brand loyal customers and it is good for the growth of

    both companies.

    Figure 11: DoubleTree by Hilton announced their latest promotion

    Screenshot from: http://www.twitter.com/doubletree

    Figure 12: Four Seasons Hotels and Resorts announced their latest promotion

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    9/20

    9

    3.1.5 Support For Causes

    Both of these companies use their Twitter accounts in showing their support for causes.

    Supporting a cause will enhance a companys reputation and image and will create a good

    impression among their customers. It is good to know that the companies are not all about

    gaining profits, but also care about others.

    Figure 13: DoubleTree by Hilton supports the tree planting day

    Screenshot from: http://www.twitter.com/doubletree

    Figure 14: Four Seasons Hotels and Resorts supports the fund raising activityScreenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    10/20

    10

    3.2 Differences

    3.2.1 Online Contest

    An online contest can be held by a company in order to develop the customers interests

    towards the company. The customers will get interested to join the contest if the company is

    giving away interesting prizes to the winners. However, only DoubleTree by Hilton conducts

    the online contest for their customers while Four Seasons Hotels and Resorts does not.

    Figure 15: DoubleTree by Hilton holding an online contest for their customers

    Screenshot from: http://www.twitter.com/doubletree

    3.2.2 Retweeting Their Customers

    The Retweet feature allows the owner of the account to repost what have been tweeted by

    others. Companies can use this feature to repost the positive tweets their customers have

    said about them. By retweeting their customers, the companies can enhance their company

    images when other users read it. Once again, only DoubleTree by Hilton does practising this

    activity while Four Seasons Hotels and Resorts does not.

    Figure 16: DoubleTree by Hilton retweeted their customers compliment on their hotels view

    Screenshot from: http://www.twitter.com/doubletree

    http://www.twitter.com/doubletrhttp://www.twitter.com/doubletrhttp://www.twitter.com/doubletr
  • 7/28/2019 Microblogs for Public Relations

    11/20

    11

    3.2.3 Online Survey

    Conducting an online survey with the customers can be very helpful in helping a companys

    research and development efforts. FourSeasons Hotels and Resorts always use their Twitter

    account to conduct online survey to get insights from their customers in order to improve

    their services. However, DoubleTree by Hilton never takes the opportunity to the online

    survey with their customers.

    Figure 17: Four Seasons Hotels and Resorts conducting an online survey together with their

    partners

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    12/20

    12

    3.2.4 Latest Updates

    Twitter can also be utilized by a company in providing its latest information to keep their

    customers updated. A company that always has news to share with its customers will gain a

    good reputation. It shows that the company has its own progress and always moving forward

    in the industry. In this case, only Four Seasons Hotels and Resorts use their official Twitter

    account in providing the latest updates for their customers while DoubleTree by Hilton does

    not.

    Figure 18: Four Seasons Hotels and Resorts shared their latest updates with the customers

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    13/20

    13

    3.2.5 Companys Announcement

    Four Seasons Hotels and Resorts use their Twitter account to introduce their new

    management staffs to their customers, but DoubleTree by Hilton does not do that. By doing

    so, Four Seasons Hotels and Resorts is actually treating their customers like their internal

    public. It is a good effort in gaining trusts of their customers.

    Figure 19: Four Seasons Hotels and Resorts announced their new management staffs

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    14/20

    14

    4.0 Public Relations Activities In DoubleTree by Hilton and Four Seasons Hotels

    and Resorts Twitter Accounts

    4.1 Sponsorship and Partnership

    Sponsorship of events that are attractive to the companies target audiences is one of the

    most effective ways in communicating with their customers. By utilizing this type of

    marketing activity, not only they can obtain credibility, but they are also building their brand

    awareness to a wider audience.

    There are two types of event sponsorship; monetary sponsorship and sponsorship in

    kind. Monetary sponsorship is where companies are invited to contribute financially as part

    of their involvement and support of an event. While sponsorship in kind means the

    companies have to contribute their products or services in support of an event.

    Four Seasons Hotels and Resorts is partnering with the Vancouver Aquariums

    Ocean Wise program, SeaChoice, blueyou and the David Suzuki Foundation in the first ever

    National Sustainable Seafood Day in Canada. This event is designed to raise awareness

    and support for what would be monumental advancement in support of sustainable seafood.

    It will be hosted by Chef Ned Bell on Friday, May 3, 2013 from 5:00 to 8:00 pm at Four

    Seasons Hotel Vancouver.

    Figure 20: Four Seasons Hotels and Resortss Event Sponsorship and Partnership

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    15/20

    15

    4.2 Community Relations

    Community relations refers to the various methods companies use to establish and maintain

    a mutually beneficial relationship with the communities in which they operate. The underlying

    principal of community relations is that when a company accepts its civic responsibility and

    takes an active interest in the well-being of its community, then it gains a number of long-

    term benefits in terms of community support, loyalty, and good will.

    A comprehensive, ongoing community relations program can help any organization

    achieves visibility as a good community citizen. Organizations are recognized as good

    community citizens when they support programs that improve the quality of life in their

    community, including crime prevention, employment, environmental programs, clean-up and

    beautification, recycling, and restoration.

    Both of DoubleTree by Hilton and Four Seasons Hotels and Resorts are doing their

    corporate social responsibility and they are doing a great job when promoting themselves in

    their Twitter accounts. Good community relations can be beneficial in times of crisis.

    Figure 21: DoubleTree by Hilton plays their role in corporate social responsibility in fund

    raising activity

    Screenshot from: http://www.twitter.com/doubletree

    Figure 22: Four Seasons Hotels and Resorts plays their role in corporate social responsibility

    through Cancer Care Run event

    Screenshot from: http://www.twitter.com/FourSeasons

  • 7/28/2019 Microblogs for Public Relations

    16/20

    16

    4.3 Government Relations

    Government relations can be defined as the process of lobbying which involves the

    advocacy of an interest that is affected, actually or potentially, by the decisions of

    government leaders. Individuals and interest groups alike can lobby governments, and

    governments can even lobby each other.

    Four Seasons Hotels and Resorts is utilizing their official Twitter account in

    announcing their government relations to the public. This will no doubt enhance their

    companys image and reputation in becoming a successful company.

    Four Seasons Resort Seychelles and the Seychelles Ministry of Environment and

    Energy (MoEE) have joined together to sign a Memorandum of Understanding in conjunction

    with marine conservation company WiseOceans to promote environmental management and

    coral reef monitoring at Petite Anse bay, home to the Resort in the south west of Seychelles.

    With the collaboration of the Ministry of Environment, they are now able to share this

    information, which will help expand the Ministry's resources for research in this part of Mah.

    They will be undertaking coral reef monitoring, beach profiling, turtle monitoring, and sighting

    of cetaceans for the MoEE, and also taking part in Reef Check and Coral Watch, two

    internationally recognized NGO monitoring programs. They also hope to begin a program of

    coral reef restoration to the bay later in 2013.

    Cited from:http://www.press.fourseasons.comon 1st May 2013

    Figure 23: Four Seasons Hotels and Resorts involves in government relations

    Screenshot from: http://www.twitter.com/FourSeasons

    http://www.press.fourseasons.com/http://www.press.fourseasons.com/http://www.press.fourseasons.com/http://www.press.fourseasons.com/
  • 7/28/2019 Microblogs for Public Relations

    17/20

    17

    4.4 Image and Reputation

    In order to be successful, a company has to take good care of their image and reputation

    through effective corporate branding. They have to bear in mind that even the most

    formidable business establishments can be brought down after facing a controversy. And

    this is considered to be extremely damaging as it has been proven that redeeming a

    company's image is more difficult and costly than losing a good sales deal. If a companys

    reputation is already ruined, they will have a hard time fixing the damage.

    However, Four Seasons Hotels and Resorts and DoubleTree by Hilton are very

    particular about their image and reputation. They are using their official Twitter accounts in

    boosting their companies image and reputation. They tweet about the awards that they have

    received in order to keep their customers informed that they have strong image and

    reputations.

    Figure 24: Four Seasons Hotels and Resorts announces their received awards

    Screenshot from: http://www.twitter.com/FourSeasons

    Figure 25: DoubleTree by Hilton announces their received award

    Screenshot from: http://www.twitter.com/doubletree

  • 7/28/2019 Microblogs for Public Relations

    18/20

    18

    5.0 Utilizing Twitter Account in Enhancing A Companys Good Image

    Twitter allows users to post short messages (within 140 characters) in expressing their

    opinions and sharing information. Twitter also makes real-time communication between its

    members to become possible. It makes the communication process faster. Longer forms of

    communication such as blogs and social networking sites require more time and effort. But,

    as a Microblog, Twitter creates effective and rapid communication with little time

    commitment for its users.

    I absolutely think that an official Twitter account does help Four Seasons Hotels and

    Resorts and DoubleTree by Hilton in gaining good company image. Public relations

    practitioners for both of these companies are using Twitter to reach their target audiences

    globally. They use Twitter to disseminate information, create a virtual dialogue with the

    publics, and to promote their companies. Having a virtual dialogue with the customers will

    make they feel more appreciated and listened to.

    Both of these companies also use Twitter to announce specials deals and offers.

    Twitter makes this easy for both of the companies because they can make an

    announcement at once to a large, specific audience. This will not only benefit the followers,

    but it will also benefit the companies in becoming very successful in the industry.

    Twitter also makes promoting links very easy. The links that are posted on Twitter will

    be shorten automatically and it is very convenient. It requires less time to post something on

    the Internet. Besides that, it is also important for both of the companies to have interesting

    and captivating headlines when tweeting. This will attract their customers to view what they

    have to offer. Customers are always passionate about something that sounds interesting.

    Thus, the public relations practitioners of both companies have to learn on how to use the

    most precise words in engaging with their target audience.

    By following both of these companies on Twitter, their customers get to learn more

    about the company, what they have been doing, what awards they have received, and what

    kind of corporate social responsibility programmes that they have taken part in. Customers

    nowadays are smart and they are actively seeking for information. They can always browse

    through the Internet and search for the information that they are looking for.

  • 7/28/2019 Microblogs for Public Relations

    19/20

    19

    6.0 Conclusion

    In a nutshell, the introduction of new media technology, especially Twitter, does bring a lot of

    advantages towards the business organizations globally. Unlike traditional media, which

    offers a one-way experience, social media offers a two-way interactive experience.

    Consumers of social media, unlike consumers of traditional media, can interact instantly and

    directly with the authors of the proffered information. The interaction and cross-

    communication that social media makes possible is precisely what makes social media so

    world-changing.

    It has altered the traditional media expectation of consumers listening passively to

    radio and television broadcasts, or reading newspapers and magazines, with no hope of an

    immediate interaction or to converse with the companies. With social media, all that

    changed. Individuals and groups suddenly have a radical new ability to voice opinions

    through this new media, a channel never before available. Using social media, everyone can

    become a commenter, editor, content creator, producer, and distributor.

    It is no doubt that people feel more connected with a company when they have direct

    communication on an ongoing basis and opportunities to express their opinions. Indeed,

    social networking conversations create a level of immediacy and a kind of public intimacy

    that is impossible with traditional marketing. And since most large or medium-size

    companies are perceived by the public as relatively faceless, social networking gives

    companies the opportunity to present a human face in the form of a social media

    spokesperson -- an individual who can nurture person-to-person conversations which builds

    trust in the companys authenticity as well as its professionalism.

  • 7/28/2019 Microblogs for Public Relations

    20/20

    20

    References

    http://www.doubletree.com, retrieved on 25th April 2013

    http://www.fourseasons.com, retrieved on 25th April 2013

    http://www.press.fourseasons.com, retrieved on 1st May 2013

    http://www.twitter.com/doubletree, retrieved on 2nd May 2013

    http://www.twitter.com/FourSeasons, retrieved on 2nd May 2013

    http://www.doubletree.com/http://www.fourseasons.com/http://www.press.fourseasons.com/http://www.twitter.com/doubletreehttp://www.twitter.com/FourSeasonshttp://www.twitter.com/FourSeasonshttp://www.twitter.com/doubletreehttp://www.press.fourseasons.com/http://www.fourseasons.com/http://www.doubletree.com/