Hilton sets out to turn social media into a cohesive hub

Reed Karaim

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Hilton is one of the world’s largest hotel companies. But on social media, that breadth of its operations can lead to bumpy messaging, with 14 separate lodging brands – operating more than 5,300 properties – each formulating its own social-media presence and strategy.

“We have all these different brands, and they all offer different things; they’re all out to do something different and unique for our guests,” Megan McDonald, Hilton’s senior manager/social-media operations, told a keynote audience at the Association of National Advertisers’ (ANA) 2018 Digital & Social Media Conference.

Megan McDonald, senior manager/social-media operations, Hilton

“They know their own...

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