Social media has had a tremendous effect on the hotel industry. You cannot ignore the fact that people are talking about your hotel online and you must manage social media by listening and participating through the many tools available. By tuning in to social media, you can learn what people are saying about your hotel and decide what actions you need to take. You can also monitor social media to find new ways to increase bookings. And it’s free to use. Another important benefit is that social media can boost your search engine optimization efforts and increase your online visibility. O’Rourke will develop a social media strategy leveraging platforms hotels use most, as well as targeted monitoring and analytics reporting services so that you stay on top of the latest industry updates and can alter your strategy accordingly.