How does one Las Vegas hotel use review sites like Yelp to gain customers and encourage return customers? Simple: Good customer service and responding to every post, including negative reviews. The Tropicana Las Vegas’s willingness to engage negative reviews and see them as opportunity for improvement is one important key of this Los Vegas hotel’s success in online marketing.

The following is a guest post from Nicole Marshall, Guest Experience Specialist at the Tropicana Las Vegas. Check out their pages on Twitter and Facebook, as well.  Read more...

Negative reputation management and crisis communications has always been important components of strategic communications. With the recent rise of user-generated content, however, the tactics to deal with these important communication challenges have changed.

A recent eMarketer post asks the question “how can you use social media to fix campaigns that don’t click with your targets?” How can you react to negative comments about your brand?

As the graph demonstrates, while direct engagement is still the most popular option (although this could be over the phone, e-mail, SMS, social networking sites, or other channels), other important methods to control your reputation online are also popular.  Read more...