Beyond social media – A rough guide to Employee Generated Content in the travel industry
Employee Generated Content can make lots of hotel content friendly for social and for search — content that is more current, deeper, and broader than any single in-house resource, set of guests, or agency could provide.
NB: This is a guest article by Aaron Zwas, director of emerging technologies at Digital Marketing Works.
While many hotels are still looking for that elusive social ROI, recent Panda and Penguin updates to Google (and Bing, too) suggest that direct bookings from social might not always be the right goal.
Especially from Google, these updates increasingly rely on fresh, dynamic, human-generated content vs. traditional SEO keywords. The good news: hotels are excellent natural sources of such content.