We all know that social media is a powerful tool when it comes to marketing your brand and driving engagement. Companies can seemingly blow-up overnight just by having a strong social media game.
For hotels, it can be intimidating to carve a path within the social media realm – especially as a new property or as a property looking to upgrade its current online presence.
While it can seem like many hotels have become a premier destination simply as a result of a few well-positioned photos plastered on Instagram or videos on Tik Tok, we can assure you that is not, in fact, the case. As in all things with social media, nothing is ever quite what it seems.
The Evolving World of Social Media
Between Facebook crashes, Twitter bashes, and Tik Tok Mashes – social media is ever-evolving. It is easy to see how businesses and brands are quick to want to jump on the latest and greatest trends and feel immense pressure to be everywhere all the time.
One of the most important messages we tell all our clients, no matter their industry, is that when it comes to social media – it’s a savant’s game. Marketing your hotel on social media should not be approached in the vein of Jackson Pollack to a blank canvas. But rather more Martin Scorsese to film: it’s going to be a long, arduous process with an exorbitant amount of takes but greatness is guaranteed.
Pick Your Battles & Choose Wisely
Select a few (or less) social platforms that make the most sense for your brand. Today, Instagram is a top choice for hotels as it is a more aesthetically-driven platform with engagement that rises when content is heavier (read: longer posts do well on IG). Twitter is a fan-favorite for brands willing to get a little more edgy with their tone and engage with guests and the world at large. Tik Tok is a way to show your more playful side, highlight guest videos, and tease all sorts of great experiences.
Transparency is All
We really hope you read that headline in the voice of Uhtred Ragnarson from The Last Kingdom (IFKYK). In our offices, we work with a number of hotels and brands within the hospitality industry. We abide by what we call “The Hospitality Rule.” Which is to say – we understand just how delicate it can be to market your property and business in the hospitality sector. Words matter. Response time is key. Transparency is vital.
When it comes to social media, being aware of the implications and complications of messaging and responding to disgruntled guests is imperative. Not responding in a timely and effective manner on social (even for just a comment) has been shown to reduce brand advocacy by up to 50%. Bonkers.
Hotels & resorts should use social media to build a community of like-minded people that will love the property and tell all their friends about it (and it doesn’t hurt if they have some help posting from the property to their feeds).
If you are looking for a team to manage your social media presence for your property or business, get in touch today.