Marriott International, the world's largest hospitality and lodging company, maintains an extensive social-media presence across eight different platforms. And, as much as these offerings would seem to have characteristics in common, the hotelier carefully differentiates the services and messaging to each one.
And Facebook, Facebook Messenger, Instagram, Snapchat, Twitter, Weibo and WeChat – not to mention Marriott's own "insiders' community" – have all matured to the point where each one addresses a distinct audience, reported Jennifer Utz Ilecki, Marriott's VP/Buzz Marketing & Global Partnerships.
"These platforms are now for different audiences and serve different purposes," Ilecki, told delegates at the Association of National Advertisers' (ANA) 2017 Digital & Social Media Conference. "Therefore, we have unique content strategies for every single one of these platforms."