There are two types of people in the world; those who can’t stand social media, and those who’ve already stopped reading halfway through this sentence to check their Twitter feed.
NB: This is an article from Welcome Anywhere
Whichever camp you fall into (you are still reading this, right?!), you can’t ignore the power that these platforms wield, especially if you run a hotel.
In all likelihood, guests will use social media to find out about your hotel before they visit. They might also make direct contact and leave feedback that others can read, either during their stay or after they leave.
Interacting with guests on social media is essential; it lets you show that you care about the public perception of your hotel.
But getting these interactions right is not easy. You need to make your brand seem approachable without letting negative comments hijack the narrative.
Here are some tips to help you avoid disasters when engaging with customers.
Be speedy with your responses
The longer you leave a guest’s query unanswered, the less valued they will feel. So, try to respond quickly whenever someone tweets at your hotel’s account directly, sends a DM (direct message) or posts on your Facebook page.
Keeping notifications active on your smartphone will let you know when a guest has got in touch so that you can fire off a reply. And if you can’t be on hand at all times, setting up automated responses will stop customers feel like they’re being given the cold shoulder.
Keep a consistent tone
Working out the right tone for your social media presence is important, but sticking to it in every post is also key to encouraging great interactions.
It’s best to opt for consistency of tone across all platforms; don’t go for light-hearted banter in your social posts if all of your email marketing is written in a more formal, serious voice.
It might sound obvious, but snarkiness and sarcasm are a definite no-no, even if you’re trying to take down someone who has been overly critical of your hotel. It’s better to kill them with kindness (or silence) than reinforce their poor opinion of you with petty pot-shots.
Aim for clarity
Even if you’ve decided to try and engage a younger audience to expand your hotel’s appeal, don’t forget that your social posts still need to make sense to as many readers as possible. So avoid the temptation to pepper them with slang terms that you don’t necessarily understand.
Simplicity is always preferable when writing a tweet or composing a Facebook status. And although social media can feel disposable, you should still take time to read over each post to avoid any embarrassing typos that could damage your brand.
Use inclusive language
Guests will feel more comfortable with your social media interactions if you harness personal pronouns when you engage with them. Don’t make your hotel feel like some faceless organisation; say things like ‘We’re looking forward to making sure you have a great stay’ or ‘Just ask us if you have any questions’.
Finally, if you are still uncertain, check out how big hotel brands use Facebook and Twitter to interact with customers to get a better idea of how to handle it effectively and gain some invaluable inspiration.
