Question

Marisa is a new marketing analyst for the Paragould Hotel chain. She is reviewing the hotel's current social media activities and trying to classify where each will fit into the three main areas the company wants to focus on. 1) Give your customers a specific hashtag and CTA so you can easily monitor and reward mentions. 2) Assign a social currency or value to the social actions your consumers take. 3) Be prepared to surprise and delight someone for his or her actions as they happen. The goal of this exercise is to assist Marisa by identifying social media tools for each objective. Select the most appropriate social media loyalty objective for each of the examples below. 1. Enter people on Twitter for a free weekend drawing if they #Paragouldweekends. 2. Offer 10 percent off any room for the next month if they like and share the firm's new Facebook. 3. Provide loyalty points for every time a consumer mentions Paragould on Instagram. 4. Offer PGH Rewards Bucks for every Facebook friend a consumer can get to like the Paragould page. 5. Offer a free breakfast voucher for a customer who has tagged the hotel with a positive LinkedIn post about business travel. 6. Notify the ten customers who have "liked" the most Paragould posts over the past year that they are getting a free night's stay.

Answer 1

The 3 objectives are -

1) Give your customers a specific hashtag and CTA so you can easily monitor and reward mentions.

2) Assign a social currency or value to the social actions your consumers take.

3) Be prepared to surprise and delight someone for his or her actions as they happen.

Then, for every example mentioned in the question, the social media objective is as follows -

Examples	Objective Fulfilled
1.Enter people on Twitter for a free weekend drawing if they #Paragouldweekends.	Give your customers a specific hashtag and CTA so you can easily monitor and reward mentions.
2. Offer 10 percent off any room for the next month if they like and share the firm's new Facebook.	Assign a social currency or value to the social actions your consumers take.
3.Provide loyalty points for every time a consumer mentions Paragould on Instagram.	Give your customers a specific hashtag and CTA so you can easily monitor and reward mentions.
4. Offer PGH Rewards Bucks for every Facebook friend a consumer can get to like the Paragould page.	Assign a social currency or value to the social actions your consumers take.
5. Offer a free breakfast voucher for a customer who has tagged the hotel with a positive LinkedIn post about business travel.	Be prepared to surprise and delight someone for his or her actions as they happen.
6.Notify the ten customers who have "liked" the most Paragould posts over the past year that they are getting a free night's stay.	Be prepared to surprise and delight someone for his or her actions as they happen.