Is Your Hotel Really Committed to Social Media Marketing?

3 Feb

Let’s be honest, few hotels have the human resources to commit to a full-time manager for their social media marketing effort. So, in order to still participate in the social networks, hotel brands and franchises take a cluster approach to their social media program. They group their hotels by brand, geographic territory, or destination and centrally post to all hotels in that grouping. While this may be cost-effective, are they achieving the results they expect? Are they generating sales leads, increasing restaurant patrons, and enhancing their customer experience?

Providing engaging and property-specific content on a regular basis takes time. It also requires a strategic plan and the ability to manage and adjust that plan as needed. If you can’t afford to hire a full-time employee on-site, then look to outsourcing your content or social media services. However, you will definitely want someone who understands both your hotel, the industry in general, and social media marketing. Social media marketing is now a professional discipline not a trend. Just because a college student can use Twitter, Facebook, FourSquare, YouTube, and LinkedIn, and take a “selfie” doesn’t mean they understand the business of hotels or more importantly, the sales and marketing process. In other words, just because I know how to drive a car doesn’t mean you want me to rebuild your car’s engine.

Effectively participating in Twitter and Facebook encourages your sales prospects to become more engaged in what you have to offer and more inclined to make a booking or contact you directly. If your Twitter or Facebook strategies aren’t providing measurable or at least trackable results, determine why and adjust accordingly.

Daily monitoring of Google Analytics allows hotels to track visitors to each landing page, determine where in the sales process potential page visitors are likely to be, and then deliver a clear and effective call-to-action that will drive them to make hotel reservations, restaurant reservations or book a catering event.

Remember, one of the best features of social media is the relative low-cost or no cost associated with this marketing vehicle. Photos can be candid shots or pictures taken by guests. Sales departments can create videos in-house without fancy equipment. Photos and videos are great and should be strategic in their frequency and audience. One of the best byproducts of videos is that it increases your hotel’s search engine optimization organically. A couple of hotels that have done a nice job are The Westin Atlanta Airport, Atlanta, Georgia, and Boca Raton Resort, Boca Raton, Florida.

Having spent over twenty years in hotel sales and marketing, the best part of my job was the personal interaction with guests, clients, and colleagues. Making a personal and human connection with people is one of the key touchstones of a successful hotel. Why not use your social media marketing plan to further that engagement before, during, and after your clients come to your hotel? Make your hotel more than just a destination…make it a community.

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