STRATEGICALLY explain how and why this solution can be effective.

Social Media and Influencer Interaction

In the digital sphere Hilton Hotels and Resorts has found great success utilizing traditional marketing techniques, where Hilton falls short is in growing their online presence and using established communities to expand market growth. Hilton Hotels and Resorts must create a unique digital space where they foster a community of supporters and potential customers. One alternative for Hilton to increase market share is to include more social media and influencer interaction in their future marketing strategies.

Facebook, Instagram, and TikTok are some of the most popular social media platforms as of writing this proposal. On these platforms creating unique and interactive posts is essential for the success of any content creator, however the goal of a corporate social media account such as Hilton would also have to consider the consistency, engagement, and relevance of their posts. A great example of a company that has already utilized social media in this manner is Duolingo. Duolingo is a language learning application that has captured a level of success on these platforms like no other. Hilton has about 159 thousand followers on Instagram and 295 thousand followers on TikTok. Duolingo currently has 872 thousand followers on Instagram and 6.5 million followers on TikTok. Although Duolingo has significantly more followers than Hilton, Duolingos strategy is unique to them and the community surrounding them. Hilton has created a social media page, but they have yet to foster a community of new and existing customers like Duolingo has. Another important aspect of social media presence is the standout individuals that carry a unique following with them, the Influencers. Influencers on social media are more present than ever acting as a celebrity endorsement to the brands they partner with. The most important qualities of an influencer are relevance, reach, authenticity, reputation, and cost. For Hilton it is all too important to find influencers who not only have all the qualities mentioned previously but also align with Hiltons core values.

Hilton Hotels and Resorts has some level of social media and influencer interaction but not to the same level as other companies. To leverage themselves into greater market share Hilton must include more thoughtful, though, and relevant social media and influence interaction in their future marketing strategies.