Case Study: Delaware North achieves a unified, scalable social presence with Hootsuite

How Delaware North’s Social Business Lab Unified its Social Presence

Delaware North is a $3 billion, 60,000-employee hospitality company operating in over 200 venues worldwide. Their social presence had grown ad hoc—an audit detected 220+ accounts including 40+ “rogue” profiles—creating reputation, security, and measurement problems. The new CMO charged the digital team to secure the brand, implement processes, measure business impact, empower venues, and eliminate redundancy.

They launched a hub-and-spoke Social Business Lab and used Hootsuite to centralize listening, engagement, and analytics: auditing accounts, assigning influential profiles Hootsuite seats, appointing social advocates, and running regular training and governance meetings. Within months they gained higher visibility into accounts, faster and higher-quality responses, improved collaboration and trust, scalable social strategy, stronger crisis confidence, and better local and enterprise reporting.

Delaware North

Kerry Hassen

Digital Marketing Manager