MUMBAI: "The challenge we have been trying to address through social media is not to get a higher fan or follower count. That's easy. But, to get a relevant fan base & thus, drive ROI which frankly is pretty tough - One needs to keep optimizing with content, media, campaigns etc"-said Saurabh Parmar from Brandlogist the marketing consultancy managing Sahara Star’, the 5 star hotel in Mumbai.

Thus, when they reached the benchmark of 1 lakh facebook fans & 1000 twitter followers for Sahara Star, instead of focusing on a gimmicky campaign they continued their focus on relevancy & ROI.

One big challenge which any hospitality brand today faces is that guests are sharing their experiences across the web- tripadvisor, blogs, forums, twitter etc & as a brand you would want that all these get aggregated in an interesting way onto your primary platform which is usually Facebook. Especially for a luxury brand these are strong drivers of consumer interest.

To address this Brandlogist, designed a Facebook cover photo which got updated with a new review from across the web after every like. So, a user may tweet something on twitter today about the brand & the people on the Facebook page see his/her experience in their newsfeed via a cover photo.