Booking.com – Social Engagement
To prepare for the holiday season of ’16, I was asked to help out the social team of Booking.com with the community management of their global social channels. Since Booking.com provides a service to thousands of customers on a daily basis, their social channels are becoming an essential communication tool. Every day, hundreds of enquiries, complaints and compliments find their way in the inbox of Booking’s global Facebook, Instagram and Twitter page. All these messages need a response. But where to start?
In order to give the freshly hired social care team a platform from which they could start from, I wrote a detailed response plan, divided into multiple categories, showcasing actual messages and the best way to respond to these. Once the plan was set in place, it was implemented in daily communications through Booking.com’s Facebook, Twitter and Instagram channels.