The speaker also said that customer and guest activity defines how much time and resources the brand dedicates to each channel. The localized expertize of each property allows the brand to produce an enormous variety of content. “What started out as a race toward more fans, likes and followers, soon began the quest to how can we apply a measurable social media strategy that will have impact,” said Felicia Yukich, social media marketing manager at Four Seasons Hotels and Resorts, Toronto. “We need to be where our guests are even if it’s just to engage them, thank them and encourage them to stay with us,” she said. “Our product is so experiential, people go to social to have that escape.” Get the full story at Luxury Daily