Social media is on the rise in the hospitality industry! With good reason. It has become both a powerful marketing tool to engage with customers as well as a barometer for gauging their preferences and satisfaction. Whether your brand already has an established social media presence or is still finding its voice in the Twittersphere and beyond, the following tenets should be at the forefront of every hotel marketer’s social media strategy:
Use social media as a powerful customer service tool. Guests are beginning to use social networks as customer service channels and hoteliers must be able to respond. Many major brands use their social media channels to listen and respond to guests 24/7. They encourage guests to pose inquiries or share concerns via closely monitored social media accounts. Timeliness is key! The hotel’s digital response time is seen as a good measure of how focused they are on service. In turn, comments addressed online must also be handled offline, with hotel staff jumping into action «on the ground» to tackle issues. Truly innovative hotels see social media channels as a great opportunity to «touch» guests by initiating real-time conversations, catering to their preferences, and promptly addressing issues or concerns.
Use social media to give your hotel the human touch. Social media gives your brand the opportunity to share its personality with the world in a more «human» manner, devoid of jargon and corporate-speak and in ways not possible over your website or through traditional marketing materials. To this point, transparency and authenticity are essential in order to make meaningful social media connections. Twitter, for example, enables you to forge personal relationships with guests before they even step onto your property. A simple welcome tweet after a guest books online can generate an immediate affinity with that guest that breeds loyalty. Social media channels such as Facebook and Instagram also give you the opportunity to «share» the human, behind-the-scenes moments of running your hotel. Keeping posts simple, relatable and timely will engage customers, prompt «shares» of your content, and attract new guests to your brand.
Be a show off on social media. Go ahead… put yourself out there! And let your visuals do the talking! Social media channels, especially Instagram, Pinterest, Vine, and Google+, allow hoteliers to visually demonstrate the «wow» factor of their properties by showcasing photos and videos of guest amenities and experiences – happy hour in the lobby, an on-site workout, the scene around the pool. Keep in mind that photo and video posts carry three times the engagement of text-based posts. Visually compelling real-time posts will prompt shareability among your followers and fans and lead more potential guests to your brand.
Hoteliers, take note. A customer who feels a connect with your brand is likely to share their experiences with friends and family over social media. Don’t underestimate the power of a «like» or a «follow.» Effective use of social media can drive customers to be your best brand advocates.
Check out Part 1 of our Hotel Marketing Series if you missed it.
