E-REPUTATION MANAGER

PRESENTATION

Customer operations, sales and revenue management are all sectors of the hotel organization impacted by e-reputation. In order for the actions of these different departments to all contribute to the successful commercial development of a hotel, more and more establishments are calling on an e-reputation manager.

WHAT IS AN E-REPUTATION MANAGER? 

In recent years, hoteliers have had to adapt. For several years, it has been the CGU (user-generated content) that has had the greatest impact on the hotel industry. Indeed, according to a survey by the French Institute of Public Opinion (IFOP), 96% of Internet users take e-reputation into account before any purchase or reservation. For hotels, managing CGU well therefore offers themselves a valuable opportunity to increase their revenue and gain a competitive advantage in a hypercompetitive market.

To achieve this, establishments entrust responsibility for their reputation to a professional: the e-reputation manager. The latter is responsible for ensuring that the hotel enjoys the best possible visibility on the internet and is the one who speaks for a hotel on the networks. Constantly listening to customers, the job of e-reputation manager requires a lot of versatility because it is at the heart of the strategic and operational communication of their company.

E-reputation therefore occupies a strategic position and its objective is simple: to make reviews (discussions, comments, rumors, opinions, information, etc.) as beneficial as possible for its establishment.

In addition, it also intervenes in the monitoring of information, the production of content, the creation and animation of the hotel’s digital tools.

WHAT ARE THE E-REPUTATION MANAGER‘S TASKS? 

The e-reputation manager takes on the role of spokesperson for his hotel. He is responsible for establishing a link between the customer and his establishment.

In order to take stock of his hotel’s reputation, he must carry out daily monitoring on the networks. Thus, he regularly consults websites, forums and blogs related to the activities of his establishment. On the latter, he analyzes all conversations about his hotel. If he encounters a problem, he is responsible for implementing an action plan and solutions to resolve it.

This monitoring also allows the e-reputation manager to:

• be aware of what the competitors of his establishment are putting in place online
• measure the impact of the last communication campaign that was set up by the hotel
• determine the most appropriate time to start a campaign on a particular medium

The e-reputation manager is also responsible for auditing contributions from user-generated content to provide the best possible response to customers.

It is also he who, through communication, the organization of debates, the setting up of games or the creation of events, participates in the dissemination of information concerning the establishment. In collaboration with the other members of his company responsible for the brand’s communication strategy, he will therefore also be required to write and regularly update content on the hotel’s various communication media.

WHAT QUALITIES AND SKILLS DO YOU NEED TO BECOME AN E-REPUTATION MANAGER? 

Beyond being versatile, the job of e-reputation manager requires personal qualities such as:

• Being attentive and listening to customers
• Being autonomous
• Being methodical and rigorous
• Being able to anticipate trends
• Knowing how to work in a team

Among the skills required to become an e-reputation manager, we note the need to have:

• knowledge in the field of Social Media Optimization (SMO) and Search Engine Optimization (SEO)
• very good writing skills
• good handling of the tools necessary for monitoring
• good knowledge of social networks
• great intellectual curiosity
• mastery of the office pack
• very good general knowledge

WHAT ARE THE SALARY AND PROSPECTS FOR AN E-REPUTATION MANAGER? 

The salary of a beginner e-reputation manager ranges from €2,000 to €2,500 gross per month and between €25,000 and €35,000 gross per year. A more experienced e-reputation manager can expect to earn a monthly salary of around €3,200 and between €40,000 and €50,000 per year.

The position of e-reputation manager is a profession that has recently emerged and is currently experiencing significant growth.

After several years of activity within different companies, the e-reputation manager will be able to apply for a position as web and marketing director.

Based on his experience, he will also be able to become a trainer in order to teach students the best methods for successfully conducting activities on several fronts simultaneously.

HOW DO YOU BECOME A CSR MANAGER?

To become an e-reputation manager, you can follow a training course in digital communication, strategic and competitive intelligence, e-business, business intelligence, information management or political science.

To join one of these courses, you can take the path of universities offering training in digital communication. You also have the opportunity to train for the profession of e-reputation manager by joining communication, business or management schools.

The CMH Academy can also offer you the opportunity to go directly into the field of hotel e-reputation. Specializing in the management of luxury and international hotels, we offer several courses that allow you to acquire all the knowledge of the hotel sector necessary to become a perfect e-reputation manager, including:

• a 5-year Grande École Program that is accessible to all baccalaureate holders
• a Bachelor Pro that will train you from bac+1 to bac+3
• a 2-year Masters & MBA that you can join if you already have a bac+3 (bachelor or professional license)

WHERE ARE THEY TODAY?