This Argophilia post by Phillip Butler starts the conversation: Who is the big bad wolf of hotel marketing?  Simply put, there isn’t just one –  OTA’s, Franchise Fees, Internet Marketing Fees, Booking Engine Fees.  This is one leaky ship.

Here is my response, but I am more interested in what all of you have to say?
—

Great read. Thank you much. =)

I always thought of the OTA’s as something that filled the gap during the off line to online distribution evolution. They were a stopgap solution. They are now becoming unnecessary, and getting in the way of commerce because they are becoming obsolete, where they used to promote some level of commerce for our industry. Distribution has changed… and their role will phase out. It won’t be in the next 5, maybe 10…. but this will all change. I adore how people revile when you suggest the guy on top won’t be there forever.  The fact is, nothing is forever, and new paradigms unfold.

Another big bad wolf, on top of franchise fees? Ridiculous internet consulting firm charges by hourly consulting model.  Buuteeq is doing some good with simple pricing plans… it makes a lot more sense, and you aren’t nickel and dimed for the internet marketing group’s mistakes or on the job training.

Lastly…. commissions to booking engines. Including the franchise fees, as well… Engines like Synexis get promoted by franchise and flag brands, which then take a cut. It’s incredible how much money is lost to an engine that simply helps facilitate online booking. Eventually, the hotels will realize the money lost can be recouped quickly by building and designing a proprietary engine of your own, off a template, for the hotel to own, outright. That can save 20K – 100K+ a year.  I imagine a management group could justify the development fees to an owner group, based solely off the last 3 years of annual or commissionable fees that the property made to the booking engine company.

Would anyone have any idea how much it would cost for development of a competent template, and simple engine with solid UI – that includes a mobile component? Is that $100k or more?  I know… you can always spend more. =)

1) It’s the wild west of social media.

2) This isn’t rocket science – it’s about old school customer service.

3) Knee jerk reactionary business owners will always blow things out of proportion, dodge accountability, and blind themselves to what’s really happening to their brand through the eyes of clients. You don’t need social media for that…. it’s been that way for centuries. Of course reviewers shouldn’t be marked as “problem guests” for writing a critical review – that’s poor real-world management of information, and not about the nature of the information itself.  This is a major component of the flawed logic for anonymity seekers.

Now the question we are trying to answer:

Should there be a reasonable expectation of privacy in regards to User Generated Content? More specifically, is it ok for a hotel to connect the dots between user generated hotel reviews and the actual guest transaction, folio, etc. In this article about hotels deducing who wrote Tripadvisor reviews, the author muses on the tension between a hotel wanting to know who wrote the review, and the reviewer wanting some level of anonymity.  He leaves it with advice for how users may better secure anonymity.

I am going to sort of put it out there at the beginning of this that *anyone* who *ever* writes a review and wants anonymity is a fraud and coward.  But that’s my opinion.  Let’s delve a bit deeper.

In the end, what is the point of a “review”? Is it to help the external guest network accumulate reliable information, or a place to help a proprietor with advice, or a place to bitch, etc. Defining what we think it should be, coupled with what we think it is, is vital.

I don’t think the long term maturity of socmed will favor or highlight those whom wish to complain anonymously, or flippantly. It won’t help business models flourish, it won’t really help potential guests, and it certainly doesn’t help the hotels.  As social media takes hold, verifiability and tangible accountability will be de riguer, because there needs to be reliability in regards to what exists online, or all of it will fall apart, partly because the less reliable the reviews, the less likely the site will get the network effect desired to make it relevant (however, I think anonymous internet culture is massively important in it’s own right, but doesn’t exist in the same manner as user generated content that interacts with brick and mortar business). Transparency issues have plagued most review sites, and they are constantly reconfiguring the sites to be more trustworthy, and reliable.  It’s not the nature of the groundswell to be random, or isolated; so these types of anonymous reviews will become irrelevant and less frequent, especially with technologies connecting secondary sites with main social hubs like Twitter or Facebook. Legitimacy is key to social media’s power and survival, and people will eventually recognize that it is molding the day to day operations of our physical business world, and it serves to allow business to grow and listen. Either act like the historically terrible businessman and dodge responsibility, or in all humility, sideline hubris for content laden dialogue that helps to bolster your bottom line, fix problems, understand demographic needs, etc.

So if you have a business “doing” social media “right” (quotes added in regards to obvious subjectivity), they are looking for information, and trying to extend themselves to their guests so as to understand their point of view, concerns, etc.

In that, social media reviews, whatever the individual content creator’s reasoning, are for hotels to understand their obligations to their guests. It is tantamount to filling out a comment card or talking with management (of course this is something we would like to see more often, and often guests hide behind the *supposed* veil of anonymity, in the lapsed understanding of their earnest role in meaningful exchange).

There is absolutely zero argument against a hotel seeking out all possible avenues to help their business grow, learn, recover, and exist into the future. In essence, the guest opted-in to the hotel by staying there, and to a much greater extent opted-in to interaction by generating public content.

If a guest doesn’t like a hotel responding to their review, then they should simply speak to management to begin with.  The majority of hotel reviewers are doing 2 things: helping the hotel, and helping future guests.  If they are particularly excited you can add “brand aware advocate” or “brand endorser”, but we are obviously speaking about constructive to critical reviews.  A smaller and nearly irrelevant (true – hotels over-react to bad reviews, but potential guests and review readers quickly filter seething reviews as if they were blocking an internet ad banner…. it’s unconscious and natural to pass over obviously unhinged or shill reviews.  Most people, even *YOU* gentle reader, don’t even realize they are honing in on and favoring specific reviews over those that are obviously blatant, nonconstructive anger).

In the end, why would one even write a review?  Anything generated on the internet should be considered public, and I am finally ready to start laughing heartily at the privacy conversations in regards to Facebook, and social media.  It’s ludicrous to have an expectation of privacy…. especially when you are GENERATING CONTENT that is being READ AND INDEXED.  Doesn’t that seem a bit disingenuous and incredibly naive to think you would remain anonymous while adding such specific information?

So I ask reviewers maintaining their need for anonymity – why?  Of course the reaction of a negative ownership or bad business manager is one reason, but you don’t need social media for that.  They will be awful both offline and on.  What’s more, why should anyone find any legitimacy or trust in a reviewer that is cloaked in the shadows of anonymity?  A faceless reviewer with few review, and no reference points vs. a reviewer with an avatar & history of constructive reviewing…  which would an average reader trust?  So – what’s the point of anonymity?  The idea of hotels exploiting guest information is also a red herring, because that has nothing to do with social media, but everything to do with unethical management.  Bad business does what it wants, and that may include exploiting guest data and information.  But most hoteliers don’t have time, capacity, or desire to casually amble through bits of minutia.  There is only one single reason hotels collect and use data: to enhance the guest experience.  Period.  The slippery slope is talking about “bad hotels” vs. “ethical hotels”, of course.  But as I mentioned – unethical business is unethical both online and off.

Social Media, especially user generated content, has had a fleeting but powerful impact on the nature of how businesses interact with clients.  It is redefining our relationship with our guests, and we are at an irrevocable point in how we exist in relationship to it.  It’s absurd to think this should be a one sided interaction with no response, especially when the best business owners are also proud and passionate about the product they provide.  I know small business owners that live and die by their 5 star reviews, and every single bad review is something to be taken seriously – these review sites have built up businesses through strong referral networks, and we have also seen businesses brought down by that same powerful method of communication.  Sometimes, it almost feels like a chef’s reaction to losing a Michelin Star… it’s that serious.

I apologize to the reviewers that think review sites are a void to hurl epithets and grumpy experiences of bad travel days…. you are out of touch, and you need to reconsider exactly *why* you are reviewing.

This is a dynamic conversation that is maturing and growing into having severe impact on a hotel’s livelihood. If a hotel is smart enough to be on the ball with social media, and understand the nature of this constructive communication – it is hardly their fault that a guest reviewer doesn’t understand that.

All this, however, will sort it out within 5 years and a whole new set of complex problems will exist.  Can’t wait to think about those, as well.

If you actually got to this point… take a break from working. I am sure you need it. =)

• Stop using 2009 rates in recovering economy! That’s about all I can say about this, because I would never want to encourage price setting and have the Feds after me.  Still… if you all do it independently, well that’s just good business. Collusion, however, is a nasty word.

• Cornell hotel school has their 2009 wrap up, 2010 report, & another couple studies… like fairness & perceived differences in rate differential, or cases in innovative practices.  If you don’t look at anything, I suggest you take a gander at this…. chock full of info, especially the 2010 report with articles and excercises for marketing, spa, F&B, Operations and more!

• Neil Salerno with “Does Anyone Remember When A Suit Came With Two Pair Of Pants?“ Beyond having quite a fine tailor, it’s a smart idea that Neil takes into the world of hotels skillfully, with a powerful and accurate piece on hotels, social media, websites, and more.

• TOURISM IS SOCIAL – a 90 minute love note to the power and impact of social media in Hospitality, the need to have less manipulative marketing, and the need to create a powerful community advocating your brand.

• Successful email marketing is all about reaching an appropriate demographic, that you can target more specifically, while not “spamming” people who don’t have the same interests, *but* are fans of your hotel.  By setting up preferences in email marketing, Hotel Marketing Strategies has advised our world yet again!  Think of a branded guest that loves wine and food, but not the spa… while you have other fans of the spa that are into health and not so much fine dining.  Sure they cross paths often enough, but here is a way to target them individually and be even more successful.  Well done Hotel Marketing Strategies!

• Speaking of Josiah, well we have to say well done on this GOOGLE BUZZ primer for hotels and marketing people.  Fantastic stuff.. learned a lot!

• Some good news!  Hotels are gaining attention from lenders, travelers are ramping up leisure trips, and some interesting insight into your luxury branded guests…..

• Attempting to reach affluents, luxury brand guests, online?  Where here are some facts that may raise your eyebrows about their behaviors.

• Some not so good news for you F&B people – or just more about the complexity of being green, community rooted, and sustainability focused…. like  the implications of sourcing locally.

• Service is the new Sales – a piece in line with listening, learning, being engaged and involved – and tempering traditional marketing methods that sell glitz and gooey glamour.  That stuff is out this year, and true, refined, classical luxury is in.  I know it’s just one of millions of hyperbolic or effusive blog titles in this world of too many posts, but I might say that service has always been on the front end of sales…. since the local Main St. Hardware store and before.  Service has always been paramount in helping you sell.. this is nothing new.  The article has some great points, though.

• TOURISM IS ALL OF US blog chats about “filling seats” (a la movie theatre analogy) with social media in hotels.  An interesting approach to understanding what your internet presence really is….

• Optimizing your hotel’s “Social Graph” - a great and simple visual way to understand social media’s impact on your guests and potential guests.

• Hotels experimenting with social communities: Foursquare, Yelp, Blogs, Tripadvisor and more.  Discussion about some of the ideas and methods hotels are using for interaction, listening, and community.

• It’s Okay To Be Anti-Social? – I don’t always agree with what I am posting here so much as attempting to engage thought and discussion.  I think this methodical approach to understanding the impact of social media is fading as more and more people find meaning and potential conversion from interacting with the online world.  His sanguine points are well taken, however, and he does help get a bird’s eye view on this madness that is too much media.  What do you understand? What do you have time for?  This article probably helps in going over all of it.

• It’s about time…. an affordable iphone/droid app for European hotels… Referred to as groundbreaking, but what isn’t at this point.  I remember groundbreaking used to mean we just broke ground, and have 18 months (or lesS) from pouring concrete to opening the doors.  It is much more ethereal than the brick and mortar world… but important, potentially useful news nonetheless.  I haven’t contacted them to find out more, as I am Stateside.  But this is something we all have our eyes on, and if you don’t… you should.  Mobile is the future, and it’s fairly important (I assume you have been following my blog, and will spare you the endless linking).

• Are you sick of too much info?  Too much data?  Does it feel numbing as you sit by and try to beat the internet every day?  Well… MS has innovative approaches in how to sift through massive amounts of raw data and content with “Pivot”.

• If that isn’t enough for you, I would highly suggest the new Economist special article about Data… none of this is about business for you, or your brand.  It’s about collecting data, and you are just part of something so big it will melt your head.  Like issues of Privacy in the 2.0 age… and how it basically doesn’t exist anymore.  Try controlling your brand’s message… sure, right after you figure out how to stop being stalked by the internet.

• Google Wave starts to come of age – and real meaningful commerce is happening!  If you can get past the fact that I was quoted in this article, maybe you can envision Google Wave this way:  No more misplaced log book in PBX, and no more yellow sticky notes on the desk.  That’s sort of how I want to play it…. NO MORE STICKY NOTES! =)

• It isn’t about you… at all.  It’s about them.  I am starting to realize this about everything… social media, website development, new marketing… it’s “what can you do for me, what have you done for me lately”.  Well, hotel blogosphere goes on a bit in regards to this, and reminds you that it might not be about what you know, but what, fundamentally, it means to potential clients.   What’s more, he hits the nail on the head in regards to hotel websites, relevancy, and standing out.

• This is perhaps one of the most affordable, functional, and cool devices I have seen in a long time – zero sticker shock, stunning savings, obvious ROI, and green to boot.  Amazing what these guys are doing - the future of waste management on hotel property:

• Martha Stewart Wedding magazine and Hello Lucky take on one of my favorite escapes in the world… WILBUR HOT SPRINGS! (I am sharing this for no other reason than it’s a beautiful place!  The pics from the print edition are out of this world!

• (Also… if you hadn’t been aware of what’s going on here, social media in travel becomes legitimate business force)

Well… I am cautiously optimistic.  The Dow hit 10,000 today, briefly, and a “painful recovery” is nothing in light of 80% of economists saying “The Recession is Over”. What’s more – It isn’t just the normal public mags, but trade mags are being VERY cautious in saying… “recession lifting, let’s get back to it!”.  In fact, not many are even highlighting articles about it… it is just a general “how to weather the rest of it”, “ideas for getting out of the recession” and the like.  There are articles like this (and here about a community’s B&Bs, and I have seen many like this about international markets)  all over the internet… little niches surviving or doing great!

It is a good feeling to see people conversing about an end to our economic woes.  Of course, I don’t forget that it is the talk and panic that drives the initial problem, as well as talk and optimism that can drive us out of the “mud” on our bottom line…… that is……decidedly….. black.  In fact, that negativity and existential concern about hotels and their future still pervades the news feeds.  But let’s not give the time of day to those who pander to the lowest common denominator… let’s look at a tried and true brand who’s consistent and professional tone to the industry is a good earmark for our collective concerns:  Marriott’s blog post.

I think it sums up the problem we hoteliers currently have… we would like to celebrate the dow at 10K, or the economists reporting, en masse, “it’s getting much better!”.  The problem is the reality, and that many hotels in standard, normal markets can feel the pinch for some time longer.

Another reason to hesitate…. we are growing, but current growth is *slow*.  I don’t have the articles on me, but I do know that lenders are still holding all the keys because the value of properties since 2007 have basically halved (Hotel Business Vol. 18 No. 19 Oct 7-20, 2009)… which is ground shakingly tragic.  The foreclosured and distressed will hit the market soon, and more problems will be discovered than are currently known.  But on the other side of this coin, it is time for equity and ownership to start finding PHENOMENAL deals.  Everyone should be able to buy a hotel in the coming year (joke)….

Economic recovery and slow growth is one thing… but we are hotels, and we might need to take a closer look at the national unemployment rate.  The economy might be recovering, but our industry is so COMPLETELY controlled by labour and unemployment, I am worried it will give a false sense of security when certain segments might still get hit hard.   I saw Tom Callahan the other day from PKF in San Francisco, and he said the basic consensus is that we will not hit q4 2007 or q1 2008 ADR and RevPar until 2014… which is…. depressing.  But it is only a climb up from here.  As long as you retained some rate parity, the property should be able to bounce back.  If you are like Vegas, you may have dug a hole so deep, you will have issues “digging up”. =)

(To be fair, even some people think that Vegas is finally on an upswing, or at least battling the recession.  True their tourism is down, their rooms are empty…. but finishing City Center in a climate like this is amazing, and frankly… although they are reducing flats @ $2000 / sq ft possibly to below $1000 / sq ft…. I am shocked 55% of it has been sold.)

All this being told… I think the slide and panic is over.  Our awful day at the beach is done, and what happens next is shaking out the blanket to clear the sand…. and we will see what is jarred loose from the hotel economic fabric.  The problems that are still to come are not pro-longed troubles for hotels, it is simply the back end of the recession working itself out.  Until then…. buckle up…. I doubt it will be too bumpy a drive home, but it’s gonna be a long ride.

Yes I am fully aware of how many metaphors I used in this.  =)  Good luck EVERY SINGLE ONE OF YOU… be well, hang tough… and see you on the other side!

The rest that is cut off (hey I am a hotel guy, not a HTML guy) says “($42/month), would you?”  You can take the survey yourself right here: TripAdvisor Survey for Owners.

I will let the pic speak for itself.  I know it’s just a survey, but I assume some people might have a concern in regards to this?  How about: mom and pops, small innkeepers, non branded or flagged properties that don’t have a mega-marketing budget to leverage every site, and I could go on.  I know it’s only $500, but it adds up…. and if they were to really go through with this I assume it would be irrevocably damaging to their long term credibility.  Even Yelp has tiptoed around ethics issues with business owners, review manipulation, etc – but haven’t done something this obvious.  Of course, the question is:  In their quest to monetize, will TripAdvisor risk their credibility to do so?

Any thoughts?  Is it that big a deal?  Would it create an unfair gap between “haves” and “have nots”, or is TripAdvisor supplying link and phone info moot, because guests will call the hotel directly anyway?

The best marketers are skeptics or operators that turned into marketers… because marketing has been a land of long lunches, little data, & arcane, questionable demonstrable results…. ALWAYS.  When times are good, the greased cogs and gears tick forward inevitably… often unnoticed (for good or bad).  In a down economy they just become a little more visible because of their obvious lack of connection or understanding of operations, budgets, etc.  There are some STUNNING marketing firms out there (a little plug for BMC.. the guys are so incredibly together it is refreshing, and astonishing)… and most of those are the ones big enough to admit 1) we are undergoing some major changes, and 2) we have little to no idea what is happening for the time being.  At least… if not hyperbolic relatively based in truth.

“New” marketers talk about getting back in synch, like the old system…. where, apparently, print media showed results.

Frankly.. I am not sure it ever did, and hopefully this new wave of social tools democratizing the guest experience will force the hand of marketing people to stop convincing their consumers that the brand is good…. and instead just focus on “gooding” the brand; making sure the hotel or entity is ethically orchestrating business in a way that will have consumers actively endorse their model and passively advocate it.

It isn’t about convincing people that a product is exceptional.  It’s being exceptional and allowing people to recognize that.  That doesn’t take place with marketing or PR… that takes place from within operations and management. Run a business well.. *then* hand it to marketers.  They might begrudgingly thank you that you just made their job easier.  More and more I see marketers admit with defeat that the message is no longer controllable…. and many don’t have a clue what’s going on.

But don’t worry marketer, most of the industry and business world is that way.  That’s what happens when consumers gain control for the first time in history.

It is exciting to see brands establishing themselves as I had envisioned… not vapid spam marketing, but being leaders in helping guests. Hospitality is the name of the game, and the only way to build your brand isn’t to market it, so much as effectively position it, with deference to your guests and not your marketing department.

Kirby’s post talks about active searching for guests, instead of the passive approach; letting them come to you. Albeit a massive undertaking for a flag like Hilton, it will also be incredible effective.  I have been doing this for a couple years, and it really works. If you are a property with hot springs… search hot springs.  If you are a property in a wine growing region with fine dining… I think you get it. Fact is, this is INCREDIBLY time consuming, and I have backed off of it a little in need of positioning and building the social media presence for a number of clients… but there should be a point I am back to having the time to filter through aggressive wide netting of google alerts, backtype, twitter search, and other RSS’.  In fact, I think I totally melted down at one point through a blog post, as noted here.

In fact… the following will start to really help you position your property on something like twitter:

1) Firmly commit yourself to the geography and history – know your story, know where you came from, and know what your offerings are, what makes you special.. and share it!

2) Ingratiate yourself to the community – share city and county wide news, events, stories, photos, etc. Celebrate the Juniour Varsity going to state, or the new art gallery exhibit.  People don’t often care about a hotel.  They *do* care about what matters to *them*.  If you share and come together over similar interests, you will start to matter to the social web. Become a leader in information about your surroundings and tap into people’s interests. It isn’t all about *you*. It isn’t about wanting to sell your rooms, talk about your rentals, or pitch your restaurant. If you are myopic enough to think only of yourself, you won’t be as relevant as if you represent yourself as part of a community. Don’t just offer a room rate, talk about what makes a room special – from the historic quirks to green room design.  Instead of selling your bike rentals, talk about the incredible trails & picnic day trips in the area. If you have a nice restaurant, talk about all the local farms you buy from and the guests you have, instead of just putting a discount/special out there. If you have a spa, tell a story about one of the favourite therapists instead of just saying “1/2 off”. If you have meeting rooms to sell…. talk about one of the cool groups that came to the property and why they excited you. Involving more than just yourself will stimulate and open up conversation.  Could I go on?  Obviously… but I am assuming you are getting it.  Social Media is *NOT* a print ad.  It is a relationship, networking, and interaction.  One sided, spam-like deal tweets will only help you get recognized long enough for the people to ignore you.

3) Build a culture and humanity around your property… not just a shallow marketing effort. You need to humanize and personalize your activities online. If you are nothing more than an RSS feed for your hotel, people will walk away.  You need to show you are a real person… so wear your quirks and emotions on your sleeve.  If you are an emotionless robot, people won’t notice you… but if your energy, personality, and even idiosyncrasies, show through… it will truly create a more meaningful and real experience for other users. If you play at the deferential professional being obsequious with no character… that will only reflect on your hotel in a negative light. You need to intone and create a sense of “soft and comfy beds”, rather than sterile hallways littered with emotionless automatons.  Always be professional, but for criminy *BE REAL*!!!!

4) Then…                    after all this….                 you become the Concierge 2.0.  Help anyone and everyone REGARDLESS of whether they are utilizing or recognizing your brand. You cannot be so disingenuous that you will only engage people you think will bring you business. You have to cordially, professionally, and earnestly engage anyone and everyone. Not because you are trying to brand your hotel… but because you are a real service provider that is inherently interested in fulfilling guests, helping the community, and creating harmony in people’s lives.  This isn’t advice…. this is a way of life.

Hospitality is about service, consistency, and making people happy. Don’t make it more complex than that…. Follow that as an ultimate guideline in creating your business online, as well as in the real world. You are there to stay open, pay your employees, and hopefully walk out with a little profit (someday). But the only thing that will keep you there is the community, and the community is filled with living and breathing people that need to be respected and treated with integrity… online and off. If you treat social media as a marketing tool, you are not only going to miss the point, you may actually damage your brand.  But if you are real, engaging, enthusiastic, and humanize your property, you could become indispensable to the people and surroundings of your area.

I know I have been slow on blogs lately… I have a security related blog coming, as well as follow up to my LEED and eco-resort related blog post. In fact, I seem to always have one or two in the wings, but for some reason this caught me. I will repost some of my older blogs that discusses this online concierge method of utilizing social media: “Concierge 2.0”, “What do you say about managers not in the room”, and “Did we Just Create a New Position for Real??”

Cheers all!

Spot on and completely hilarious, I am sure many of you have felt this frustration. Apparently, everything is negotiable nowadays, eh? This makes it nice and ridiculous, for easy lunch time digesting.

Newsweek’s Budget Travel has a great article about TripAdvisor trying to deal with the long coming revelation that many of their users and reviews are not legitimate.  This is, frankly, a huge blow to the site, and should pose a happy problem in it’s early adolescence as they deal with all the changes that come along with growing into adulthood.  Frankly, I am thrilled that this may provoke User Generated Content sites to seek the same verification model other sites have.

At any rate, this is vital to all of us, and it recalls some of my previous post (which I seem to mention once or twice):

You know I am skeptical of social media, whether speaking of Facebook’s lack of meaningful interaction, or Flickr’s nebulous TOS.  In general, I have had major concerns since my yelp research project, and resulting thoughts on ethics in social media. I had even mentioned in January that Yelp should consider verification processes.

One scotch fueled evening my jocular side protruded a wee bit and I became a prankster. To be honest it wasn’t to learn the lesson I did, rather just good fun.  I speak of the Ryan Air Twitter spoof of mine, which got considerable attention in traditional media (namely because Ryan Air claimed @ryanaironline was their account).  It  helped me realize that there is a grave concern for brands and trademarks, and both the businesses & social media sites should have a vested interest in a verification process of brands.  There is a serious risk of hijacking and damaging people and businesses, with inauthentic people (or dim ones not realizing pranks and social media can go viral) damaging a brands reputation.

Social Media is young. FB beat out myspace because it is better at replicating and verifying the real world (although it can’t actually do anything more meaningful than provide a wonderful marketing data gathering opportunity for FB, coupled with a nice phonebook)… but it was verifying that the person was the *reality* based person, which quickly attracted people to it. If you aren’t relevant to any networks, or aren’t genuine… you quickly become invisible.

As user generated review sites follow a similar path, these things will stabilize. It is very young, and still in the myspace period of fake profiles and people… but as twitter adds verification services & FB starts considering verification due to trademark infringement issues with it’s new URL program: , it will be obvious for User Generated Content Sites to authenticate, across the board. I am not sure if open ID and attaching accounts to mobile phones is the simplest way, but if something doesn’t happen quick the sites will implode through sacrificing the only thing that makes their business model feasible.  I am sure Tripadvisor has seen the start of accounts closing due to the breach in ethics.

We will wait until services like Yelp and TripAdvisor grow into the awareness of what they have created.  People sardonically jest “the internet is serious business” when it comes to this sort of stuff.  But it is.  It isn’t just 2.0.  It’s a massively powerful tool that completely reorients the consumer model, putting control into the hands of the people, and out of marketing and PR companies, possibly for the first time in capitalism’s history. The message can no longer be managed, and PR doesn’t work the same way anymore. You are only as strong as the advocates and endorsers that believe in your brand. Ethics is paramount.

The only way for these sites to continue their validity is by echoing the sentiment of their own taglines: Tripadvisor’s “get the truth… and go”, or Yelp’s “real reviews, real people”.  If they commit to intelligently policing their own site by being completely transparent, authentic, accountable, and earnest, they should be able to emerge better than before.. They might need to take a huge dip in registered users, as well as delete a lot of existing content. This open and honest method of dealing with this situation will undoubtedly sacrifice trust in the short term, but it is the only way for a social media site to maintain the trust that they leverage for business.

It will hurt… but this is an opportunity for them to re-organize into a leaner and more valid site than ever before. Most people saw this coming. Let’s hope it isn’t something they try to spin away or ignore… instead of doing what is right and being honest, while doing everything they can to curb the problem.

I admit concern about the idea of having to hire non-revenue generating staff to handle the massive clean up project, and the fact the money simply might not be there to handle it.  However, it is obvious they are quickly responding, like April Robb from Tripadvisor commenting to Christopher Elliott. I do like the warnings they put on some hotels, but it could be markedly arbitrary?

We’ll have to see.

Not sure what age social media is at right now, but it is certainly hitting a painful growth spurt.

A list of 10 tools that you might know of, or might not.  As many of these lists go you will likely act as I do…. Stoic, dismissive, and blase…  I will find myself say, “I know all these already,” ……. and then my eyes humble me by finding an exciting new gem.

1) I am very pleased with Google Voice.  The sheer amount of functionality is not only superb… but it is useful without being daunting.  I do not know if this is public yet, but if you forgot about your own Grand Central account… go ahead and log in, because that is what Google Voice was built on.  Basically, among other things, the real timer saver is voicemail messages that can be both emailed or texted to your phone, and they provide transcripts that are voice to text.  Need to hear the 14th our of 22 voicemails IMMEDIATELY?  Never wait again.  Hell.. just read it.

2)  Flock browser, which I extolled here.  It integrates Digg, Flickr, FB, Youtube, Twitter, Myspace and more into a convenient sidebar… if you like a pic or article,  auto-upload from your sidebar without leaving the webpage.  It has an RSS reader that killed Google reader for me… it has a media bar that is insanely simple to use for download/upload, and I can post blog posts on the fly.  It has saved so much time I cannot even tell you…. it also remembers all accounts, I.E. 6 gmail accounts, 5 flickr, 6 youtube, 3 blog accounts, 2 FB, etc.  Incredible time saving tools there.

3)  As for the managing of multi-twitter accounts, I like twhirl.  I know there are other options, and I am all ears, but for now this provides a simple way to post relevant articles or have conversation thoughout the day from a desktop dashboard environment of multiple accounts.  When they are all grouped, I lose my mind, so I like seperate streams.

4) As for managing twitter accounts, try out TWEEPULAR. Easy bulk follow, bulk unfollow, and more.  Very cool.