A strong social media presence allows hotels to connect with potential guests worldwide, showcase the type of experience they will have and hospitality they will receive during their stay, and is a vital aspect for successful digital marketing. According to We Are Social‘s January 2018 survey, social users have increased to over 3 billion people – that is an increase 13% over the previous year. Ignoring social media means a lot of potential guests will not get a chance to interact with your hotel.
In order to take full advantage and get the most out of social media, it is important to have a strong strategy. You can take your hotel’s social media presence to the next level by following these simple steps to create a winning strategy.
Step 1: Set a Goal
Start by thinking about why your hotel is investing in social media. When it comes to choosing an objective, there are a variety of goals an active social presence can help your property achieve (increase website traffic, generate room nights, enhance brand awareness, drive engagement – to name a few). Once you have determined what is important to your hotel, set a social media goal. This will be the driving force of your strategy.
Step 2: Determine KPIs
After your social media goal has been set, choose a key performance indicator (KPI) in order to measure your success. KPIs will differ based off of your goal, so consider what the best way to determine the success or failure of your social media efforts will be. For example, if your goal is to increase room bookings from social media traffic, the KPI would be the number of people who came to your website from Facebook, Twitter or Instagram and checked rate. On the other hand, if you are looking to increase engagement or brand awareness, the number of likes and comments and the amount of people you have reached would be your KPI. As you move forward with your social media strategy, these KPIs will show you if your current strategy is working or if it needs some adjustments.
Step 3: Choose Your Target Audience
Based off your goal, it is imperative to know the audience you are targeting. Target audiences can consist of many different demographics, interests and behaviors. It is important to define who you are trying to reach and how to get their attention. If your goal is to increase RFP submissions for your event space, targeting newly engaged couples would be beneficial in order to reach your goal
