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How Hilton’s Social Media Center of Excellence Keeps Guests Coming Back

Authors: GiniRoberts Sabrina Callahan
Posted Under: Social Pros Podcast
New Social Pros Cover Image
Hosted By

Daniel Lemin

Convince & Convert

Hannah Tooker


Leanna Pham

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 600+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Follow Social Pros on LinkedIn.

To inquire about becoming a guest or show sponsor, please email our Executive Producer, Leanna Pham, at

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Sabrina Callahan, Director of Social Media Planning & Integration at Hilton Worldwide, joins Social Pros for a deep dive into social media centers.

Building a Better Experience

Building a Better Experience

Timing is everything. Providing a good experience and caring for your customers takes far more than just responding to complaints. By the time someone voices an issue, you have already missed the opportunity to create that stellar experience they were looking for and are left with clean up.
It is crucial to monitor and react in real time, creating real human engagement. For Hilton Worldwide, this meant developing a powerful social media center to manage the numerous brands and hundreds of worldwide locations.
This level of listening and intentional effort to engage customers takes serious coordination within your team. Setting up a social media center to keep everything pushing towards that killer customer experience might be a critical next step, especially when managing multiple brands.

In This Episode

  • How to set up a social media center to manage social teams across multiple brands.
  • How to customize social engagement for each brand and audience.
  • Why social is about long-term gains rather than immediate returns.
  • How to build customer loyalty without just going for the sale.

Quotes From This Episode

At the end of the day, listening to your guests is the most important thing. You need to have a resource ready to hear them and then do something about it. Click To Tweet
“It doesn’t matter what source customers are getting to us by. If they’re hitting us on social, we want to be able to take that data and that real-time engagement and do something with it to enhance their experience and customer journey along the way.” — @sabscallahan
“The true power of social media is creating that organic connection that makes guests want to come back to you and continue to engage with you.” — @sabscallahan


See you next week!

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