As we all start the month of September off strong, it’s important to remember that keeping up with all the new social media updates will help us keep the momentum going.
NB: This is an article from Lodging Interactive
And this month, we definitely got some big updates. Let’s take a look at all the new changes that impact hotels and resorts and what they mean for businesses in the hospitality industry.
Facebook’s Clear History Tool is Here
Facebook’s Clear History Tool is officially here, rolling out to audiences quickly. Users will now be able to clear their off-Facebook activity from being stored in the platform’s database, which includes what Facebook’s conversion pixel is tracking on your site. The release is starting with those in Ireland, Spain, and South Korea, but it will likely expand to more locations very quickly.
Image source: Facebook
What This Means for Hotels and Resorts
If users start removing their off-Facebook activity from the databases, it will impact our ability to retarget to them accurately. You won’t be able to reach the full number of guests who visit a certain landing page or those who abandon a reservation before finalizing it. Instead, on-platform activity will become more important, so take advantage of video retargeting, engagement retargeting, and lead form retargeting to show relevant ads to potential guests.
Facebook Switches Up Group Privacy Terms
In an attempt to clarify the language they’re using to explain the privacy of groups, Facebook has changed group classifications. The following options are now available:
● Groups that were previously “secret” are now “private and hidden” meaning that no one can see the content unless they’re in the group and they can’t find the group unless added to it by a member or admin.
● Groups that were previously “closed” are now private, so users outside of the group can’t see content, but they’re “visible,” meaning that they can be found through search.
● Groups that were “public” will remain “public” and “visible,” meaning anyone can find the group and view its activity.
What This Means for Hotels and Resorts
Facebook groups centered around your hotel or resort are a great way to engage your guests. It’s a popular marketing strategy, and while these new terms don’t change the way your group functions, it’s a good idea to double check that your privacy and visibility settings are where you want them to be.
Facebook Announces New Messenger Interactions for Businesses
It’s a Facebook-heavy month so far, and the last update for this platform we need to look at is the new Messenger interactions that have recently been announced for businesses and will be rolling out soon.
Image source: Facebook
These are the new updates we’ll see rolling out in the following months:
● New lead generation tools. Pages can integrate Messenger with their CRM to move guests through the sales funnel, all while setting up more automated processes in the messaging platform to better engage and qualify guests.
● Integrated appointment booking in Messenger, which will allow guests to pick dates and times for appointments without ever leaving the chat-oriented app.
● Businesses will soon need to respond to users within 24 hours with standard messaging. This puts an emphasis on the requirement for faster customer service.
The discover app will also be removed from the Messenger app, which previously helped brands connect with users.
What This Means for Hotels and Resorts
Both Messenger features are opening up stronger opportunities to better communicate with potential and existing guests to offer them better service faster. More guests want nearly-instant access to the hotels and resorts they want to book with, and this can help streamline that.
The 24-hour requirement can feel overwhelming, but it’s a good one to follow even if Facebook didn’t set up this rule, as it will keep your guests happy and your inbox clear. If you’re overwhelmed with such tight deadlines, remember that our CoMMingle live 24/7 Messenger and Crisis Management Service can tackle your messaging with lightning-fast responses so you don’t have to.
Twitter Tests Ability for Users to Follow Interest Topics
Twitter is working on a small test that will allow users to follow “interest topics,” the same way that they can currently follow accounts. It will be similar to the ability to follow hashtags on Instagram, allowing users to see content they’re interested in even if it’s coming from accounts they don’t follow yet. It’s starting with Sports, but will eventually expand to other areas of interest.
What This Means for Hotels and Resorts
Right now, the test won’t immediately be relevant for hotels and resorts, but as long as they keep rolling out potential interests it could be. Travel is an interest many people share, and if so, this could be a valuable opportunity to connect with more guests by sharing great content even if they aren’t following you yet. We’ll let you know when we know more.
