Learn about how Pizza Hut is using social media as an innovative way of
reaching its customers…..

Google has just launched a tool that allows users to find postings from their friends as part of a Web search. Microsoft too has announced deals with Facebook and Twitter that will enable tweets and posts to show up in searches.

It’s still brand new, but most likely will be an accepted part of the online landscape within six months. It’s not a comprehensive search tool, as individuals have to agree to share their information in public searches. But it’s likely to increase the amount of content that is publicly available.

This has huge implications for businesses, particularly those involved in travel and leisure, like restaurants and holiday resorts. Someone who carries out a social search while planning a holiday or a night out will soon bring up loads of casual comments about people’s various experiences that may help them make up their minds.  Ditto with retail and financial services.

Google account holders can try out the experimental tool via google.com/labs.

There’s also an explanatory video here.

Some companies dive in and quickly set up a Facebook page and then wonder why they don’t have a thriving community.

With millions of people using Facebook, this is arguably a far more important environment for brands than traditional media. But brands need to think through carefully how best to participate. Traditional PR communications methods will not work in this environment and brands need coherent Facebook strategies to ensure they enjoy a sustainable presence.

Just because it might be easy to set up a Facebook page, it is not easy to build a thriving community.

Here’s an interesting piece discussing how best brands can get involved in Facebook.

A Las Vegas paper has some great examples today of how social media is helping the city’s hotels.  Owners are setting up websites that give them direct contact with their customers, and in this business customers have plenty they want to say.

Dealing with complaints. One gambler used the online space provided by a casino to post a rant at how stingy it was, suspecting it had rigged its slot machines to give infrequent payouts.  Minutes later another customer came to the casino’s defence: other visitors loved the resort, so perhaps he was just having bad luck.

Keeping an eye open for potential new customers. When a woman posted on her Twitter page that she had just arrived in Las Vegas, a hotel responded with a welcome message and suggested she come on over.

Helping make business decisions. The Luxor hotel company used its Facebook page to ask customers whether they preferred a lower hotel rate or more add-ons such as coupons or discounts on spa services, shows or meals. The response was overwhelmingly for the former, so the hotel acted accordingly.

Special offers. Caesars Palace is offering a Halloween discount travel package for Facebook and Twitter followers that will include tweets to guests offering free food, drinks and other giveaways. Profile photos of customers who have booked are posted on the company’s Facebook page, where people have described their experiences in Las Vegas and offered recommendations.

“There is a great upside for companies that go about it the right way. Social media can hold hotels more accountable to their customers, fix problems, correct misconceptions and build loyalty,” says Harrah’s marketing VP Monica Sullivan.

These businesses have clearly got the value of social media. As an entertainment centre Las Vegas may be a bit special, but there’s not much that these hotels are doing that other companies can’t imitate.

Read the article here.