microblogs for public relations
TRANSCRIPT
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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.
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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/