In recent years we have been noticing the rise of social media channels as a way for businesses to communicate and engage with their customers. According to Statista, social media is predicted to reach around a third of earth’s entire population.
Regarding hospitality, social media has become a powerful source of information. Travelers rely on different social media channels to support their decisions and share their experiences, making it definitely one of the most important marketing platforms. The most important transformation that this new wave brought to the marketing worlds is the fact that brands are no longer in control. Brands are on social media with or without the brand contribution.
The most efficient hotel managers distinguish themselves by their capacity to quickly react to market changes and adapt to these changes. They need indicators and adequate measures to evaluate performance in social media.
First Things First: Hoteliers Should Start by Defining Goals and the Right Metrics
The first step for any successful social media strategy is to define goals that establish outcomes and measures. You must be sure that the chosen metrics are reliable, precise and easily obtained. Goals? Brand Awareness? Leads? Engagement? Depending on each objective, you’ll need to keep an eye on different indicators and metrics.
After the definition of goals and the right metrics, hoteliers should be able to analyze social media performance and make decisions based on the results. However, there are also some new engagement indicators based on sentiment analysis that can help you to understand your fans reactions on social media channels:
1. Guest Feelings and Emotions on Facebook: Get Relevant Online Consumer Behavior Insights Through New Emoji’s
If you invest in unique and relevant content, engagement is the right metric. On Facebook, Likes, Interactions, Shares & Comments are the metrics used to monitor engagement but there is a new feature that can be used as a sentiment analysis to evaluate engagement: dynamic emoji´s reactions. These new reactions emotions can bring relevant data to be analyzed as they represent users emotions when viewing a Facebook post. Moreover, for the very first time, you can now analyze and evaluate negative feelings. For hotels, it is a great way of measuring your guest’s satisfaction.