Measuring the success of your social media efforts is a must, regardless of what channels hotels are using. What’s even more important is making sure that you are paying attention to the correct metrics that lead to conversions on your website.
If you are like most savvy hotels, you are likely already taking advantage of Facebook. While it can be easy to get caught up in metrics that make it seem like the content you are posting is performing well, you may have to dig a bit deeper to find the information you are actually looking for.
Post engagement includes likes, comments, and shares. The most basic way to measure how well your content is performing is by taking a look at the type of engagement it is receiving. If you had to choose between one of these three, a share is what you should go for.
This says that the person sharing your content is actually endorsing you by reposting it to their own followers. While these types of metrics might seem like a good indication of how well your content is performing, if people are not actually clicking over to your website and possibly even converting, then all the likes in the world are not really relevant.
While the number of people your posts reach doesn’t matter as much as a click, it is still an important metric to keep your eye on. Post reach, or impressions, is the number of users that your post is shown to.
In other words, it is the potential number of users that can click on your post and over to your website. The higher your reach, the more clicks you can receive if your content is appealing.
If you notice that your post reach is consistently low, you may want to take advantage of Facebook’s other metrics such as the times that your followers are online and Facebook’s Pages to Watch feature.