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.
“They know their own...