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Softscribe Inc.’s First Users Group Reveals Keen
Tech Vendor Appetite for Social Media

Meetup of 30 people during HITEC represented 100% client attendance

ATLANTA, July 21, 2009 - Softscribe Inc., a 10-year-old technology Internet public relations firm that drives sales for companies targeting the green tourism and hospitality, green government and related markets, held its first hospitality industry Users Group meeting last month during HITEC in Anaheim, CA. The Users Group educational session, titled “Client Engagement: Networking and the Social Media Outlook for the Next 12 Months,” drew 30 attendees from nine companies —100% of Softscribe’s hospitality clients.

“Our clients made it clear there is keen interest in social media in the tech vendor community,” said Michael Squires, president and CEO of Softscribe Inc. “Everyone recognizes it is a reality in today’s marketing environment, but putting social media to work and deriving ROI are still distinct challenges. This was the motivation behind the event, to answer our clients’ questions and help them understand what it takes to thrive in this business environment.” 

Group surfaces five essential social media wants, problems, concerns 
During the two-hour session at Anaheim’s Anabella Hotel, Softscribe’s Vice President and Chief Financial Officer Julie Keyser-Squires gave an overview of how social media will impact hospitality and other industries over the next 12 months. She also instructed clients on the hub-and-spoke model of social media, and facilitated a discussion during which the group surfaced their five key wants, problems and concerns about using social media successfully. 

eNewsletters, blogs, videos and Twitter are top tactical choices
“There are big changes in the world today and many of them affect our businesses,” Keyser-Squires told the Users Group.  “In PR and marketing, the shrinking news hole combined with a proliferation of online venues for dialoging with stakeholders means we are all on a learning curve.” She said that eNewsletters, Softscribe’s Blogger Link blog-commenting program, video news releases with optimized distribution in video channels, and experiments with Twitter and Facebook are currently top social media tactics among Softscribe’s client base.

Some concerns voiced by Users Group participants regarding implementation of a social media program included:

  • how to address resource constraints
  • how to discover customer presence in various social media channels 
  • how to manage the risk of micro-branded employees— twitter celebrities and blog authors, for example—leaving the company
Julie Keyser-Squires, Softscribe VP and CFO, addresses the company’s Users Group during HITEC in the poolside Magnolia Room at the Spanish mission-style Anabella Hotel, known as “the most beautiful property in Anaheim.”
Softscribe Inc. debuts private Users Group Facebook page
In addition, the Users Group session gave Softscribe’s hospitality clients an opportunity to get to know each other and share ideas. “There was a desire to keep the connection going with each other so we set up a private Softscribe Users Group Facebook page this month.  We will be introducing each client to that resource during our regularly scheduled meetings,” said Keyser-Squires.  She added “We are privileged and delighted to spend our days with not only an A-list of companies but an A-list of people as well. Our clients are the best in their class:  the best business people, the best parents, the best entrepreneurs and the best human beings we know. And now they have a greater understanding of how we can help them evolve a social media program that is right for both their unique cultures and specific business goals.” 

About Softscribe® Inc.
Softscribe Inc. leverages over ten years of proven experience, deep domain expertise and fresh, client-tailored Internet public relations and marketing programs to help companies targeting the green tourism + hospitality, green government and related markets drive sales and reach their business goals.   We do this with an emphasis on relationships and our customized blend of social marketing + traditional public relations + technology-based solutions.  We are proud of our best-in-class clients, which include Activision.TV, Aptech Computer Systems, Inc., Gold Key Solutions, Flyte Systems, Hawaiian Mahogany, hotel SystemsPro, JDA Software, NORTHWIND Maestro-PMS, The Rainmaker Group, SRA International, TravelCLICK and many other leading technology and service companies.  We would love to help you, too. For more information please visit

SOFTSCRIBE and WEBSCRIBE are registered trademarks of Softscribe, Inc. and, The SOFTSCRIBE logo is a registered trademark of Softscribe, Inc.


Julie Keyser-Squires, APR
Softscribe Inc.
Twitter:  @Juliesquires

Also See Franchisors, Owners, Operators: Questions You Always Wanted to Ask About Social Media / Julie Keyser-Squires, APR / June 2009
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Softscribe Inc s Eye on Innovation solution series: Yield Management with Two-Way GDS / March 2009
Softscribe Launches Video Email Snacks / One-Minute Video Face Mails Create Personal Messaging Experiences, Up to 25% Jump in Click Throughs / January 2009
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Softscribe® Inc. Renews Five Existing Hospitality Clients; Trust, Partnership, Futuristic Thinking and Increased Sales Cited as Renewal Reasons / July 2008
Softscribe® Inc. Execs Identify Key Hospitality Trends: New Media, 'Green' Top the List; High level trends from three 1Q'08 Conferences are: New media creates online communities; Green is the new luxury; Hoteliers are tasked to make foreign visitors feel welcome / April 2008
Softscribe® Inc. Boosts Sales for New Client Flyte Systems with Benefit Message Campaign; Public relations strategy aids Flyte Systems to surpass forecast / March 2008
Softscribe Inc. Spins Off Keyword Research, Website Optimization as Standalone Products; Hoteliers can increase online bookings. Clients JDA, Aptech deploy new keywords, optimized Web pages to boost search engine visibility, increase sales / June 2007
Softscribe® Inc. Wins Two New Clients; MEGA International, The Rainmaker Group Boost Visibility, Growth / September 2006
How a Flattening World Impacts Hoteliers / John Burns, Julie Keyser-Squires and Michael Squires / July 2006
Softscribe Inc. Launches College Intern Program; Adam Travis, business major at Georgia State University, tapped as first intern / June 2006
Softscribe Inc. Sponsors Georgia’s First Youth Birding Competition; Team Event for Teens Develops Professional Abilities: People Skills, Goal Achievement, Respect for Nature / May 2006
Five Tips for Driving Sales through Search Engine Optimized Public Relations Writing / Polly Wade / February 2006
Customer Stories Drive Sales and Reduce Marketing Costs / Julie Keyser-Squires / January 2006
Leading Tech Vendors Drive Sales with Online PR / Softscribe Adds Online PR Product to Fuel Technology Clients’ Sales Growth; Debuts New Website / November 2005


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