Social Media Audit

and Conversation
Analysis

December 1, 2014 - February 1, 2015

By Jessica Landre, Sofia Doss, Olivia Gonzalez, and Danielle Friend

Inn at the 5th

Inn at the 5th is a luxurious, four-diamond boutique hotel located in the 5th Street Public
Market near the University of Oregon and downtown Eugene.
Inn at the 5th serves an upper to upper-middle class older demographic. Many of its
clientele are business travelers, as well as family members of University of Oregon
students and employees. Its high-quality customer service and many amenities make
Inn at the 5th an ideal place to stay for its target audience. Its proximity to 5th Street
Market gives hotel visitors access to premiere shopping and restaurants, such as
Marche, which has a partnership with Inn at the 5th.
The Inn sits at 65 percent occupancy annually but receives large influxes of customers
during football games, Greek life events and graduation. While these factors create
good business for Inn at the 5th, the owners hope to create a steady flow of business
throughout the year while maintaining its status as Eugenes high-end luxury hotel.
Purpose
The purpose of this social media audit and conversational analysis is to carefully track
Inn at the 5ths activity on its social media platforms. It has actively been engaging in
social media in the past four months. Through the audit and analysis, we were able to
analyze the hotels current popularity and reputation. We also compared Inn at the 5th
to its major competitors: The Allison Inn & Spa Luxury Resort, The Oxford Hotel and
The Sentinel Luxury Hotel. We will provide recommendations for the staff at Inn at the
5th regarding how to improve its online social media presence and how it can improve
online communication with its customers.
Method
Inn at the 5th utilizes Facebook, Twitter, Instagram, Pinterest and Tumblr platforms. We
examined all of these platforms except Tumblr. We analyzed Inn at the 5ths social
media platforms in comparison to its competitors from Dec. 1, 2014 to Feb. 1, 2015.
To determine the companies effectiveness on all platforms, we examined the content
and how users interacted with that content. For Twitter, we considered interactions as
retweets and replies to tweets. We defined Facebook interactions as the number of
likes, comments and shares. For Instagram, we considered the number of likes and
comments. And for Pinterest, we defined interaction by likes and repins.
For the conversation analysis, we studied what people are saying about Inn at the 5th
and its competitors outside of social media channels. We chose to analyze the
conversation on Trip Advisor because it is the tool used most frequently by the Inns

demographic. We measured customer satisfaction by examining the ratings and

comments.

Results: Social Media Audit

Overview of Social Media
Overall, we found that Inn at the 5th has done well with managing its social platforms in
comparison to its competitors; however, we have identified several techniques the Inn
can implement to improve its engagement.
On Twitter, Inn at the 5th has 60 tweets, 155 followers and is following 775 users; The
Oxford Hotel has 2 tweets, 1,166 followers and is following 158 users; The Allison Inn &
Spa has 35 tweets, 6,113 followers and is following 2,182 users; and The Sentinel Hotel
has 35 tweets, 747 followers and is following 456 users.
On Facebook, Inn at the 5th has 38 posts, 1,558 likes and 1, 027 visits; The Oxford
Hotel has 21 posts, 2,990 likes and 3,368 visits; The Allison Inn & Spa has 4 posts,
6,065 likes and
13,285 visits. The Sentinel Hotel has 35 posts, 2,269 likes and 16,661 visits.
On Instagram, Inn at the 5th has 10 posts, 25 followers and is following 123 users; The
Oxford Hotel has 2 posts, 57 followers and is following 15 users; The Allison Inn & Spa
has a total of 4 posts, 414 followers and is following 64 users; and The Sentinel Hotel
has 92 posts, 481 followers and is following 467 users.
On Pinterest, Inn at the 5th created 11 boards, pinned 367 pins and has a total of 30
followers. Inn at 5th has liked 45 other pins and is following 96 pinners. The number of
pins on each board ranged from 6-138 pins. In comparison, the Allison Inn & Spa
Luxury Resort has a total of 272 followers, 12 boards and 344 pins. The hotel is
following 70 pinners and likes 247 other pins. The Oxford Hotel has a Pinterest
encompassing all of its hotels and they refer to their overall Pinterest page as The
Oxford Hotel Group. The Oxford Hotel Groups Pinterest has a board for each of their
hotels in Pacific Northwest region instead of having a Pinterest page for one hotel in
particular. One of their boards is The Oxford Hotel Bend, OR, which is one of the
clients major competitors. The Oxford Hotel Group has 27 followers, 17 boards and 269
pins. They are following 24 pinners and have liked 11 other pins. The Sentinel Luxury
Hotel is not active on Pinterest.

Channel Frequency
Twitter:
Inn at the 5th updated its Twitter 60 times within two months, averaging 6.6
tweets per week, giving it an active and consistent presence. Of its competitors,
the Inn tweeted the most frequently
The Oxford updated its Twitter two times within two months, averaging 0.2 tweets
per week
The Allison updated its Twitter 35 times within two months, averaging 3.8 tweets
per week
The Sentinel updated its Twitter 35 times within two months, averaging 3.8
tweets per week
Facebook:
During the analyzed two-month period, Inn at the 5th posted on Facebook a total
of 38 times, with all posts including a form of media. Of its competitors, Inn at the
5th posted the most frequently
The Sentinel Hotel made a total of 35 Facebook posts all with multimedia,
making it the second most frequent poster
The Oxford Hotel with 21 posts in the two months, all of which featured media.
The Allison Inn & Spa made 12 Facebook posts in this time period and also had
multimedia in each post
Instagram:
Inn at the 5th posted to its Instagram 10 times during the past two months. In
general, Inn at the 5th posted to Instagram twice a week for the past eight weeks,
and during Christmas time there were three more posts than the other weeks
The Oxford Hotel posted the least to its Instagram account in general each post
was about six weeks apart
The Allison Inn & Spa posted once every two weeks for the past two months
The Sentinel Hotel posted to its Instagram the most out of the four hotels it
posted multiple times a week over the past two months
Pinterest:
Inn at the 5th does not regularly use its Pinterest page. When Inn at the 5th did
pin, it was sporadic and random
The Allison Inn & Spa Luxury Resort has a total of 272 followers, 12 boards and
344 pins. The hotel is following 70 pinners and likes 247 other pins. The Allison
Inn and Spa Luxury Resort pinned more frequently than Inn at the 5th and has
the most followers out of the four hotels. The Allison Inn & Spa Luxury Resorts
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Pinterest boards focus on the Willamette Valley as a whole and showcases every
aspect that this region has to offer its guests
The Oxford Hotel Group has a Pinterest encompassing all of its hotels in the
Pacific Northwest region instead of having a Pinterest page for one hotel in
particular, like the Inn at 5th and the Allison Inn & Spa Luxury Resort have. One
of their boards is The Oxford Hotel Bend, OR, which is one of clients major
competitors. The Oxford Hotel Group has 27 followers, 17 boards and 269 pins.
It follows 24 pinners and liked 11 other pins. The Oxford Hotel Group is similar to
Inn at the 5th with its channel frequency
The Sentinel Luxury Hotel is not active on Pinterest

Comparison of channel frequency across all hotels on all platforms

Voice
Twitter: Inn at the 5th maintains a professional and upbeat tone across all tweets. The
content is geared to engage the Eugene community while highlighting the Inns events,
specials and amenities. The Inn makes a good attempt to engage its audience by
tweeting about local events, current events, UO events, and general hotel information
updates while using a variety of hashtags, tags, visuals, and retweets. In comparison to
its competitors, the Inns content is more varied, and its tone is more professional than
conversational.

The Inn at the 5th shows successful holiday content on Twitter

The Oxford shows its status on Twitter via TripAdvisor

The Allison shows its gratitude on Twitter

Facebook: The general voice on Inn at the 5ths Facebook is community-grounded and
enthusiastic, clearly showing that the Inn is featuring Eugenes attractions in a positive
light. Many of the posts focus on local businesses and events, which are characterized
by a supportive tone in the text of the post. It used rhetorical questions in some posts to
encourage more interactivity among followers in terms of comments and likes. The
Sentinel Hotel had the most similar voice to the Inn at the 5th and employed a similar
tone on its posts. The Allison Inn & Spa and The Oxford Hotel appear to use a voice
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more geared to the representation and appraisal of its properties, frequently making
posts about accolades their hotels have received.
Instagram: Inn at the 5ths tone of voice in its Instagrams is professional and positive.
Inn at the 5ths Instagram features posts of nature and holiday-themed pictures around
Fifth Street Public Market, and Inn at the 5ths comments reflect these posts. In
comparison, the Oxford Hotels Instagram photos are of the outside of the Oxford Hotel
or the interior of the building, such as rooms, and the bar area. The Oxford Hotels voice
in its posts include comments thanking its customers for their business. The voice of
The Allison Inn & Spa is professional and upbeat its posts include information about
the Willamette Valley scenery and events around the hotel. The tone of voice of the
Sentinel Hotels Instagram posts is not as professional because it uses many
exclamation points in its comments. On average, all of the hotels utilized more than two
hashtags in their comments, which is overwhelming on the eyes.

Inn at the 5th posts pictures of nature around Eugene. The Oxford Hotel thanks
businesses for their help in the hotel. The Allison Inn & Spa posts photos of the
Willamette Valley scenery

The Sentinel posts many hashtags on its Instagram page

Pinterest: The overall voice on Pinterest is upbeat and promotes the Eugene area in a
positive manner. On the board descriptions, Inn at the 5th uses many descriptive words
to showcase what Eugene and the Pacific Northwest is about to help grasp the attention
of future customers.
Listed below are some of the companys boards:
Oregon, the Beautiful
Willamette Valley Wine Country
PacNW Style
Craft Beer
University of Oregon Pride
Harvest time at the 5th Street Market
Track Town USA
The Emerald City
Market Fresh
Holiday Time at The 5th Street Market
The Inn
Inn at the 5th, The Allison Inn & Luxury Spa Resort and the Oxford Hotel Group all have
similar styles of voice on their Pinterest pages. The hotels are positive and upbeat when
describing their overall Pinterest page and each individual board. When pertaining to
individual pins within the boards, each hotel is straightforward and to the point in
describing what the pin is about.

Interaction and Client Responsiveness

Twitter: While the Inn often retweets other businesses and organizations, it fails to
interact with a client audience. There are no client replies or retweets, making the
overall engagement low. Across all competitor platforms, the hotels fail to engage their
clients, as reflected in their low number of favorites, retweets, replies and conversations.
Out of all of the competitors, The Sentinel has the highest number of tags and replies,
making it the most successful in its attempt to interact with its clients.

The Sentinel interacts with its clients on Twitter

Facebook: Despite the fact that the Inn at the 5th posts on Facebook the most
frequently among all of its competitors, its page and posts have the overall lowest
interaction and client responsiveness when examining comments, likes and shares; the
average number of likes per post was 3.5. Many of its posts did not have any response
at all, and those that did tended to have around 10 likes or less with very few comments
and relatively no shares. Of all three competitors, The Allison Inn & Spa has the most
success on Facebook in terms of interaction and client responsiveness, with all posts
receiving high numbers of likes, comments and/or shares; the average number of likes

per post was 87. With this in mind, The Allison is also the least frequent poster on
Facebook of the four.

Inn at the 5th Facebook post compared to The Allisons

Comparison of likes per Facebook post across hotels

Instagram: Inn at the 5th had three posts that generated one comment each. Two
posts that feature the outside of the Inn and the market decorated at Christmastime had
a comment that tags another persons username. Inn at the 5th does not post interactive
questions, which might be the reason the Inn lacks contribution of comments from its
followers. In comparison, The Oxford Hotels posts include comments thanking its
customers for its business, which generated 16 likes and two comments from users
saying, Congrats! and Well deserved! It is also effective when The Oxford Hotel
thanks businesses in its comments for helping and coming to the hotel. The Allison Inn
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& Spa gained a comment by a local market when the hotel posted a photo of a meal
from its hotel restaurant. The Sentinel Hotels posts received little to no comments from
users, and the highest number of comments a post had was four people were
commenting about how pretty the Christmas tree inside the hotel was.

Pinterest: Because Inn at the 5th only has 30 followers on Pinterest, it is not interactive
with its client base. On its board pertaining to the hotel, it has only pinned 18 pins. On
these 18 pins, there are no likes or comments from potential or past guests. The
companys board, The Inn, has only 18 photos showcasing the hotel and has only 18
followers. This is potentially the most important board that Inn at the 5th has, and the
hotel should pin more photos that show potential guests what the hotel has to offer. The
more frequently that Inn at the 5th is active on Pinterest, the more followers they will
likely generate.

The Inn uses its Pinterest board to showcase Eugene

Brand Consistency
The Inn maintains a consistent image across its social media platforms; however, the
platforms dont contain links to the Inns other accounts. For example, the Inns
Facebook should contain a link to its Twitter account to make it easy for clients to
navigate the brands online presence.

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Inn at the 5th does not seem to post actively about itself on most of its social media
platforms. Rather, it seems to focus on Fifth Street Public Market.
Another problem we came across is that Inn at the 5th has three separate Twitter
accounts, two of which are kept updated. We chose to audit @Inn5th because it
seemed to be the most successful account. The other two should be deleted to avoid
confusion for the Inns audience. Inn at the 5th needs to establish an official Twitter
account, and it should provide links to all other social accounts on its profile.
Results: Conversation Analysis
TripAdvisor: We chose TripAdvisor as our main social media outlet for the
conversation analysis due to Inn at the 5ths presence on the website. We chose to
examine TripAdvisor because our client specifically wanted to see the conversations
being generated about its hotel. TripAdvisor enables people to read hotel reviews, look
at photos, check amenities and engage in a question and answer tab on the website.
TripAdvisor also has a rating summary that includes location, sleep quality, rooms,
service, value and cleanliness. The website categorizes types of reviews for families,
couples, solo and business stays at the hotel.
On TripAdvisor, Inn at the 5th has 217 reviews from the community, 63 room tips and
44 photographs. On the website, it shows that the hotel is of luxury status and allows
pets. Inn at the 5th was awarded a Certificate of Excellence 2014 by TripAdvisor, as
well. Out of the 217 reviews, 162 of those reviews were classified as excellent, 41
were described as very good, seven were average, six were poor, and one review
was labeled as terrible.
With our findings on TripAdvisor, 75 percent of customers rated their Inn at the 5th
experience as excellent, and overall, 93 percent of the hotels customers had a
positive experience at Inn at the 5th. Out of the 217 reviews, only 3 percent said they
had a poor experience, and 3 percent said they had a neutral experience. The vast
majority of reviews for Inn at the 5th were written by both men and women.
Common themes for positive reviews were about room quality, location, hotel aesthetic
appeal and its facilities. Negative themes for reviewers were about poor service from
Inn at the 5ths staff and overpriced rooms. Inn at the 5th engages with its client base on
TripAdvisor more often than on other social media outlets. For example, when a
negative review was posted on the website, Inn at the 5ths guest relations manager,
Amber Starnes, would apologize and thank the customer for staying at the hotel and
promised to share the comments with the hotel staff. Not only did Starnes promise to

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help implement change, but also promised a discounted rate for that customers next
visit.
The most recent post on TripAdvisor about Inn at the 5th was written on Feb. 4 by
SurfinGuy. This user gave the hotel five stars and named his review, Treat Yourself Stay here. He elaborated on his experience in his review.

On TripAdvisor, The Oxford Hotel won the Travelers Choice 2015 award for top hotels
and best service. The Oxford had 513 reviews, and 471 people gave The Oxford an
excellent rating, 34 people gave it a very good rating, five people gave it an
average rating, two people gave it a poor rating, and one person gave it a terrible
rating. The Oxford Hotel earned a 5 out 5 rating for location, sleep quality, rooms,

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service, and cleanliness, and it earned a 4.5 out of 5 rating for value. Overall, 98
percent of the reviews were positive.
The Allison Inn & Spa won the Travelers Choice 2015 award for luxury and top hotels.
The Allison had 429 reviews and 464 people gave it an excellent rating, 43 people
gave it a very good rating, 14 people gave it an average rating, three people gave it a
poor rating, three people gave it a terrible rating. The Allison received a 5 out 5 rating
for sleep quality, rooms, service, and cleanliness, and it earned a 4.5 out of 5 rating for
location and value. Overall, 96 percent of reviews were postive.
The Sentinel Hotel won a certificate of excellence in 2014 from TripAdvisor. The
Sentinel had 266 reviews and 191 people gave it an excellent rating, 58 people gave it
a very good rating, 15 people gave it an average rating, one person gave it a poor
rating, and one person gave it a terrible rating. The Sentinel earned a 5 out 5 rating for
location and cleanliness, 4.5 out 5 rating for sleep quality, rooms, service; and 4 out 5
rating for value. Overall, 94 percent of reviews were positive.

Comparison of percentage of positive reviews across all hotels on TripAdvisor

Conclusion
In comparing Inn at the 5ths social media presence to the other hotels presence, we
found that it has good content but low engagement. The Inn remains the premiere
boutique hotel option in the Eugene area; however, it needs to improve its social
strategy to better engage current and potential guests. By utilizing paid promotion posts
on Facebook, Inn at the 5th could generate more traffic to its social media platforms. Its
platforms have a consistent voice and enthusiastically support the local community and
tourism but should also focus on promoting the hotel itself and engaging with its
audience.

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Recommendations
Twitter
Establish an official Twitter account and delete the others to avoid client
confusion
Utilize posting quality over quantity
Maintain a more conversational tone to encourage more replies
Use direct questions and offer incentives to raise client interaction
Facebook
Respond to and interact with customers who post reviews on Facebook
Include a TripAdvisor tab on the page - either link to the actual TripAdvisor page
or feature reviews from there that are directly linked to the Facebook
Write more posts about the hotel itself, including photos, updates and mentions
Create a tab so that people visiting the Facebook page can make a reservation
through it
Promote posts on Facebook
Instagram
Ask more questions to users in the comment section to generate comments and
discussion
Follow more users to gain more followers
Like followers Instagram posts to create a relationship with users
Post more photos of the hotel
Thank businesses in the comments section and tag them for visiting and helping
at the hotel
Limit hashtags to two per post
Post about once a week
Pinterest
Be consistent in pinning
Group similar boards together
Add social media icons and links to the Pinterest page
Make The Inn board the first on the page, and pin more pins showcasing the
hotel
TripAdvisor
Advertise TripAdvisor reviews on other social media channels
Acknowledge positive reviews, in addition to negative reviews

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Team Biographies

Danielle Friend is a senior at the

University of Oregon in the School
of Journalism and Communication.
She is majoring in public relations
and minoring in business. She is
expected to graduate June 2015.
Danielle is interested in the health,
fitness, beauty and lifestyle areas
of PR. She is from Encinitas,
California.
Contact Danielle at:
dfriend@uoregon.edu

Olivia Gonzalez is a senior at the

University of Oregon in the School
of Journalism and Communication.
She is currently majoring in both
public relations and journalism and
is expected to graduate in June
2015. Olivia is interested in sports
PR and hopes to work with sports
teams in a large agency. She is
from Orange County, California.
Contact Olivia at:
oliviag@uoregon.edu

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Team Biographies

Sofia Doss is originally from

Alameda, CA, located directly
outside San Francisco. She is a
senior and is expected to graduate
this coming June, and hopes to
work in the consumer PR industry
with a focus on corporate social
responsibility.
Contact Sofia at:
sdoss@uoregon.edu

Jessica Landre is from San

Jose, California. She will be
graduating this spring.
Jessica is interested in
consumer PR.
Contact Jessica at:
jlandre@uoregon.edu

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