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.

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Jennifer Utz Ilecki, VP/Buzz Marketing & Global Partnerships, Marriott

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."