Social Media guys... Social Media

In this three-part series I interview the individuals leading social media efforts with these companies to gain insight into how they're taming the social media beast and staying true to brand. Whether you're a B&B, boutique or big box, there are ideas and inspiration to be drawn from all three models. Today we kick things off with Diego Sartori of citizenM.

While in Europe recently I had the opportunity to take a closer look at three very different hotel companies that have chosen the route of full engagement: citizenM, InterContinental Hotels Group (IHG) and The Cavendish.

In this three-part series I interview the individuals leading social media efforts with these companies to gain insight into how they're taming the social media beast and staying true to brand. Whether you're a B&B, boutique or big box, there are ideas and inspiration to be drawn from all three models.

Today we kick things off with Diego Sartori of citizenM, a company whose reputation preceded itself thanks to its active social presence. citizenM is a small group of boutique hotels in Glasgow and Amsterdam with reported plans to expand to London, New York and Paris. I stayed at the Glasgow property, and it was one of the freshest hotel concepts I've experienced since Ian Schrager and Philippe Starck launched Morgans Hotel Group in the late eighties.