Social Media Monitoring

Inside Marriott’s Social-media Command Center Where It (lovingly and Thoughtfully) Spies on Guests - Quartz

Excerpt from Quartz

A few days before Christmas last year, Haley Garland posted a photo of herself holding up her hand showing off a new engagement ring. "If there wasn't enough sparkle in Nashville before we got here... there's plenty now," said the caption. The location on the photo was tagged as Marriott's Gaylord Opryland Resort in Nashville, Tennessee.

Six-hundred and sixty-five miles (1,070 km) away, a team of millennials sitting in a glass-enclosed command center saw this and decided to send her a bottle of champagne.

And like clockwork, after Garland received her champagne, she posted a photo of the bucket of champagne and pair of flutes, with hashtags for the name of the resort and Marriott Rewards, the hotel chain’s points program. Marriott responded with the simple message: “Enjoy! 💍.”

The champagne-senders work at the headquarters of the hotel chain Marriott, less than a half-hour’s drive outside of Washington, DC for a special team called M Live. Quartz was invited to sit in with them one day in December as they monitored social media all day searching for the perfect opportunity to surprise a customer with some free food and beverages—and get positive press for the brand and repeat customers in return.

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