It is certainly no surprise to anyone involved in the hotel business that great customer service is the engine that drives occupancy, room rates and ultimately profitability.  But until the advent of social media the measurement of good customer service, or the determination of bad customer service, was generally vague, determined well after the fact, reactive and singular in its focus.  While everyone seems to understand that social media monitoring can now provide the tools and analytics to truly understand and take advantage of what our guests are telling us, its effective implementation into big organizations has generally been elusive.