Why Should Hoteliers Invest in Social Media?
In 2018, an integral part of your digital marketing strategy should be having an active and engaging presence on social media. Stephanie Hilger, Director of Social Media at Blue Magnet Interactive answers client’s FAQs about investing in social media.
What social media channels should my hotel be on?
“Everyone should be on Facebook because it remains to be the most widely used platform. In addition to its active user base, there are many options businesses can take advantage of in terms of paid advertising. Facebook is a good starting point for hotels trying to reach a wider audience or wanting to experiment with paid campaigns. In regards to Twitter, Instagram, and Pinterest, having a presence on these channels depends on a variety of factors. Mainly, if you are not willing to invest your time and prioritizing quality hotel photography, it is not worth being on these channels.”
How frequently should I be posting?
“There is not a right or wrong answer to this question. However, you do not want to over-saturate your followers with multiple posts each day or get to the point where you are posting irrelevant content just to post. Posting frequency depends on what your end goal is. If you want to expand your reach, you need to post frequently – about five or six times a week. If your goal is to solely maintain an active presence, you would need to post a minimum of three times a week so that your audience is still regularly seeing fresh content.”
What type of content should I post as a hotel?
“Your social media content should give your audience a sneak peek of what staying at your hotel will be like and highlight the kind of experience they will have once they arrive. Providing useful information about hotel specific services and amenities makes for great content and is very beneficial to users. It is important to be a local area expert and and post content about nearby attractions and things to do, as this gets future guests excited for their stay. Social media is also your chance to promote special offers that the hotel is currently offering and try to boost bookings. Keep in mind that your goal is to keep a balance sharing overly “salesy’ content and content that users will find entertaining and useful. At Blue Magnet Interactive, we follow the 80/20 rule, 80% general content and 20% sales-oriented posts.”
What can a hotel do to set themselves apart on social media?
“The main way a hotel can set themselves apart is by showcasing what makes their property different from their competitor down the street. Every hotel has something unique to offer, so take advantage of this. Feature your team – they are a huge factor in what makes your hotel special. A friendly, enthusiastic staff will make for a memorable stay – past guests love seeing pictures of their favorite team members on social media. Be creative and show off different room views or other aspects of the property, such as seasonal dishes in your on-site restaurant. Additionally, you can enhance posts using design tools like Canva or upload a video instead of a photo. Another way to make your hotel’s social media stand out from others is by taking the time to try out different features, such as livestreaming events on property or hosting giveaways and sweepstakes to help boost your following.”