Dani Ortega, social media manager for the Nikko, explained that at one point the hotel relied on interns for its social media engagement. Then came a realization, she said, “you have to be invested in the hotel and in others – with a passion for the hotel.” “It’s not that our interns didn’t have a passion for the hotel,” Ortega went on to say, but it was clear that experience matters as well. Joseph Curran, Vice President of Marketing for the Nikko San Francisco, elaborated on the point, noting someone like Dani, who has worked at the hotel for ten years, brings to the task of social media engagement a depth of knowledge about the hotel that lets her answer inquiries fluidly and with an understanding of the hospitality business that a young intern would be hard pressed to match. Get the full story at Business 2 Community Read also "The Case of the Disappearing Social Media Team" at newBrandAnalytics