REPUTATION MANAGEMENT JOB DESCRIPTION
A reputation manager is the firm’s face through the social and other communication Medias. If you are passionate of social media, social business and connecting with people for business success and if you already work in hospitality management…read this Skills:
Has a strong and excellent written and communication skill: in fact he/she should be able to answer long and correct correspondences. Then communicate to other teams what are guest comments, indeed in case of crisis. Should speak at least 2 languages: in order to understand and to answer to foreigner customers. Be open-minded and patient: he/she will receive several bad comments, even if they are not always true, he has to still answer softly. People time to time will repeat the same things. Be always up-dated: be aware of what is going on and on which media. Be familiar with e-marketing: understanding of online platforms including blogs and forums (how they can be displayed in which different scenarios). Anticipation and innovation
We could say that it is different from regular management skills, because first of all, he/she has to communicate online and in this case to perhaps hundreds of comments a day. He/she should pick over every day, to of course answer to all bad comments, and maybe answer to 50% of goods ones. A communication plan must be create often, in order to avoid crisis:
Meeting Imagine the worst scenarios Assign role of each person with leadership Create role play Set up a chart
Then he/she has to communicate as quite as possible to concerned managers, and even maybe to general management in case of crisis. Whereas a regular manager, in case of crisis or problem, must have, of course, a minimum of reaction, but it won’t get as quick as social media affect does. Word of mouth won’t go as quick as comments on social media and other digital platforms around the world. Obviously it has not the same proportion. As soon as the regular manager has already well set up the
tasks, he won’t have to change very often. Whereas a reputation manager should be always in advance on his time on: the hotel website, on comments website and other social media, which he can share with customers.
We can associate Reputation Management with social media Marketing management, due to social media marketing management role: -
Create and find new social medias Post very often events of what is going on in the brand, recipes, new partnerships… Be updated Find in this way, new fans, and certainly new potential customers, loyalty
In my point of view, these two domains are linked and related, but the behaviors with customers are not exactly the same. For instance, if there is a bad comment on a hotel service, the reputation manager has in mission to convince the customer to forgive the mistake and at least try to make sure that he won’t rewrite it on another platform. Reputation management rhymes with direct bad or good advertising. Whereas, social media marketing management should deal with: “what we will post and create to be different to the competitors”. In order to measure the success of implementing this role of reputation manager, general manager, should first of all check in his/her own, directly the platforms: own hotel website Facebook, Twitter, Tripadvisor(…) to make sure that answers are done for good or bad comments, questions for booking…Then surveys must be done on the customers that gave bad comments (plus an answer to give excuses) and check after that if the same customer booked again or come back. Then online satisfaction surveys should increase because it is actually kind of “After sell service”. The number of followers on Facebook can be also a criteria, or number or resend article on twitter or facebook. Furthermore it is possible to check the migration of booking channel mix (from where customers tend to book, to where).
