“From a social standpoint, it really means creating content that inspires a reaction—whether it’s a retweet, comment or like, we want it to transact. We want a response. We want engagement,” said Shaun Coleman, area director of sales and marketing for the South Seas Island Resort, an Interstate Hotels & Resorts-managed resort in Captiva Island, Florida. He does that through a variety of avenues: pay-per-click campaigns, behavioral prospecting, social media and more. “We’re always testing new channels. Some just aren’t worthwhile at the time, but we realize at the time they’re not worthwhile and we’ll eliminate them from potential campaigning and spend moving forward,” Coleman said. Get the full story at Hotel News Now