Sam Lawrence

Twitter, Facebook, Flickr, YouTube ... these and other social media networks have proven helpful to marketers that want to keep an ear open to the customer feedback grapevine. But why limit your research and interaction to an account on a third-party social network when you can create something more special for customers? That's the conclusion InterContinental Hotels Group (IHG)—representing brands such as Holiday Inn, Staybridge, Crowne Plaza and the eponymous InterContinental—came to when brainstorming ways to better serve customers.

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