A Dip in the Content Pool with Highgate Hotels.

How Highgate Hotels manages social media content between headquarters, agencies, franchises, and freelancers to market some of the biggest hotels across the US.
  • Manage an immense amount of content
  • Develop a cohesiveness of branding across all channels
  • Use a unified platform to, in this case, triple messaging output

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With 200 profiles across Facebook, Twitter, LinkedIn, Google+, Instagram and Tumblr, 41 team members--from freelancers to full-timers to agency contacts--and over 3,000 posts scheduled through Falcon to date, how does Highgate Hotels manage its immense amount of social media content?

We talk content strategy with Shiseido Ruiz, Director of Social Media for the hotel management company.

Highgate Hotels is headquartered in Dallas, Texas with additional offices in New York and London. The company’s brand affiliations include Hilton, Westin, Hyatt, Doubletree, Hilton Garden Inn, Hampton Inn, Crowne Plaza, Wyndham, Courtyard and Marriott, as well as a number of boutique hotels, such as the Park Central and The Quin. Highgate’s current collection includes over 40 locations.

Shiseido worked in hotel operations before he was handed the keys to social media for one of Highgate’s properties. He took a hotel that had no social presence, and shot it to the top of Highgate’s pack. Now he handles the social strategy and online reputation for the whole organization.

The hotel management industry is fast-paced, with many moving players and parts. Shiseido manages all the local hotel teams from Highgate’s offices in New York. Many of their boutique hotels also hire agencies, who add social campaigns into their overall marketing mix--Shiseido oversees eight different agencies’ social marketing efforts. Forty-one people have a hand in Highgate’s social media, spread throughout different organizations, with different priorities and schedules.

Suffice to say, workflow was a big challenge for Shiseido from the get-go.

“With Falcon, we’ve developed a cohesiveness of branding and messaging across all our channels,” Shiseido says. Find out how the hotel management company accomplished this, as well as develop three times the reach across its owned channels in one year.