For brands not yet responding on social media channels, they're not only behind, they are now irresponsible. Hilton Worldwide is using an innovative approach to humanize their brand via social media. In more than 110 markets globally, it has implemented a proactive listening program on Twitter called Hilton Suggests . When someone tweets a simple question, an unprompted re-sponder from the Hilton Suggests Team reaches out and answers the question, delivering value when, where and how the traveler wants to receive it. The listening strategy and software queries have been set up accordingly for the Hilton Suggests Team to respond to their specific local areas of expertise.
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