Hotels and resorts are amassing a growing army of sleuths whose job it is to monitor what is said about them online—and protect the hotels' reputations. These employees search social networking sites like Facebook and Twitter for unhappy guests and address complaints. They write groveling apologies in response to negative reviews on TripAdvisor. And they keep tabs on future guests who post about upcoming stays—and sometimes offer them extra perks or personalized attention at check in...
...Savvy hotels are using social media to boost their ratings on TripAdvisor. Earlier this year, front desk employees at the Roger Smith Hotel, a 130-room boutique hotel in midtown Manhattan, started mentioning TripAdvisor to guests checking out. And sometimes employees will send guests a link to TripAdvisor over Twitter or email, encouraging them to leave a review.