If you can get beyond the useless comments of the bathrobe-wearing losers, even a “traditionalist” like me can see that blogs are an important new way to tap into-and respond to- what customers are looking for.
I understand, and even applaud, the thinking behind how the Balsams Grand Resort Hotel is jumping on the social media boom by hiring someone to do nothing but blog about their experiences at the property as an “Inn-Bedded Reporter”.
Having said that, I must also add that I can’t think of anything I’d be less interested in reading.
Yes, this may put me in the same camp as the “traditionalists” that Justin Smith of Olde Homestead Golf Club says are holding our industry back in his very thoughtful, and thought-provoking, Letter to the Editor in this issue. But my real objections to most blogs is that they’re too self-centered and don’t do anything to stimulate valuable discussions (beyond the usual useless comments that come from other bathrobe-wearing, Mom’s basement-dwelling losers, er, “followers”).
Occasionally, though, you do run across a blog posting that does generate some good exchanges of ideas. When you do, you should pay attention—and try to participate yourself. Because even a traditionalist like me can see that this can be an important new way to tap into what customers and prospects might be looking for, and responding to, and also to offer what you could provide to help meet their needs.
One good example I recently came across was a blog posting in the Chicago Tribune about what’s needed to get more kids to get into golf. The author lamented there is really nothing in the Chicago area to bridge the gap between miniature golf and casual courses with reduced yardage that would be challenging, but not intimidating, for pre-teens who might like to try the game.
This led to a flurry of comments with a host of good suggestions of courses that fit the blogger’s description. “Here are three great 9-hole, kid-friendly courses,” one post read, before providing full addresses and websites for each. “I take my 12- and 8-year-olds to these courses all the time. No issues. Great staff at each. Lots of kids, seniors, and novices.”
The comments and posts kept piling up with more useful suggestions and comments—so many that the bathrobe geeks were only occasionally able to wedge their way in with something stupid.
It was clear that the blogger had struck a real nerve, and identified a real need, that some courses have already begun to respond to. And some industry professionals who were following the dialogue and saw their courses mentioned (or overlooked) jumped at the marketing opportunity and added details about what they could offer.
It proved to be valuable enough, in fact, that you might want to think about appointing someone on your staff as your own “imbedded reporter,” at least to be prepared to respond appropriately when your property gets mentioned in the blogosphere.
But you don’t need to give them a basement office, or a bathrobe.
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