Booking.com – Social Engagement

Ahead of the 2016 holiday season, I joined Booking.com’s social team to support community management across its global channels.

With thousands of customers using Booking.com every day, social media had become an essential customer communication channel. Hundreds of questions, complaints and compliments arrived daily through Facebook, Instagram and Twitter—and every message needed the right response.

To give the newly formed Social Care Team a strong foundation, I created a detailed response playbook. It organized incoming messages into clear categories and used real customer examples to demonstrate the most effective, on-brand way to respond.

Once completed, the playbook was implemented across Booking.com’s daily community management on Facebook, Instagram and Twitter.

Client: Booking.com