Also because of the company's large mobile following, PCH plans to keep the heat on Facebook to improve the quality of its mobile applications. "A third of our audience is mobile and that number is growing rapidly," Holland says. "Facebook apps are not completely compatible with mobile devices, but we are dependent on their developers to fix that."
Best Western's Morton, meanwhile, is studying ways to integrate social media analytics into the company's property management system. His hope is that someday if a customer tweets that he wishes he had a first-floor room, that information will be recorded as a preference in his customer profile.
Wickham, Holland, Morton and Marcum all are optimistic about the future of social marketing and are sure it will pay off for their brands. "There is a lot of work left to be done, but it's not an area of frustration -- it's one of excitement and anticipation," Marcum says.
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