A social media strategy is a meticulously crafted plan that outlines how a company will leverage various social media platforms for its specific goals. This strategy involves setting clear objectives, choosing appropriate platforms, creating content, engaging with the community, scheduling posts, and analyzing performance metrics.
NB: This is an article from Travel Media Group
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Social media strategies can change over time as platforms and trends continue to evolve.
Target the Right Audience
Before thinking about anything else, hoteliers must establish who their audience is. Looking at prior guest details, analyze their genders, ages, nationalities, income levels, and travel purposes. A hotel in New York City will likely have a different customer database than one in rural Kansas, therefore requiring a different social media strategy. Similarly, a hotel near the beach will require a different approach than a hotel near a ski resort.
Once you establish your majority audience (and a few minor ones), you can proceed into the platform selection process. Your leading demographics may be more active on specific platforms. Meeting your audience where they are can allow for a smoother and more efficient social launch.
What Platforms Are For You?
Each social platform not only has various audiences, but each comes with unique features. Knowing these can help determine which one is best for your hotel.
- Largest age group: 25-34
- Ability to create a “Facebook Event” for things happening at the hotel
- Live stream capability
- Post text, photos, and videos
- Facebook ads
- Largest age group: 18-24
- 81% of Instagram users research new solutions or services using this platform.
- Photo and video-heavy
- Post reels, stories, boomerangs, and live videos
- Instagram ads
- Influencer opportunities
TikTok
- Largest age group: 18-24
- Video prominent – posting clips of your property, hotel features, location, etc.
- TikTok ads
- Live stream capability
- Influencer opportunities
X/Twitter
- Largest age group: 25-34
- 71% of users receive news and updates from X
- Short-form text prominent
- Photos and videos
- Use X as a customer service and guest experience platform rather than for engagement.
- Live stream capability
- X ads
- Largest age group: 25-34
- Caters to about 80% of B2B social media leads.
- Good for business travel
- Short or long-form text
- Photos and videos
- Live stream capability
- LinkedIn ads
Pinpoint Your Goals
Every hotel will have different goals for their social media campaigns. Whether the goal is to promote events in and around the hotel, showcase new hotel features, send announcements, or simply increase brand awareness, it is essential to establish attainable and measurable goals. Below are some examples of specific goals and ways to measure success.
