Guide

Social Benchmarking for Hotels

Follower counts describe the past. This guide covers what to measure instead, how to compare hotels of different sizes fairly, and the collection traps that quietly corrupt social benchmarks.

Measure share, not size

A follower count is accumulated, largely inherited, and moves too slowly to reflect anything you changed. Share of engagement across your competitive set is earned, current, and comparable between properties of different sizes β€” provided the collection limits are disclosed rather than smoothed over.

This guide is short on purpose, and grows as the social research does.

social share of voice for hotels

Follower counts are inherited. Share of engagement is earned. What to measure instead, and the collection traps that corrupt social benchmarks.

See your share of voice

Tharro measures your share of social engagement against your comp set on a rolling window, with the collection limits stated.

See your share of voice