29 Jul 3 Benefits of Social Media Community Management for Hotels
Social Media for hotels can sometimes be overwhelming. You have to build the page, your audience, strategize a media plan schedule, create content, test & build ads, optimize those ads, respond to comments, reviews, questions etc etc etc until it just paralyzes you from executing. Sound familiar? Well, if you’re a hotel DoS or GM then you are all too familiar with this but no fear, our team at J. Oliver Advertising understands 2 important facets 1) Your team is highly understaffed and 2) Social media for hotels
In this article we will break down 3 key benefits of social media community management so that your team can strategically execute internally with confidence or outsource to an agency with goals for them to achieve.
First, let’s define what Social Media community management for hotel’s is. Hotel social media community management is the process of managing the day to day operations of your Facebook, Instagram, Twitter, LinkedIn or Snapchat business page accounts. What this means is setting a daily, weekly and monthly to-do list for each page. Items on that list include but are not limited to…
- Optimizing your Page’s Performance with keywords and call-to-action buttons
- Posting relevant content on your timelines, stories, live videos, etc
- Engaging with your audience comments, questions & messages
- Engaging with content on public timelines
- Responding to reviews & recommendations
- Updating your events, engaging with event audience
- Managing your online reputation
- Collecting & sharing user generated content
- Reporting on daily, weekly & monthly page data
**To use some of our favorite content strategies, read our blog “Content Strategies for Hotel Marketing”
Now, we know this all seems tedious and it can be but, the moment you start valuing your hotel’s social media audience the same way you value the hotel guest in person, you will begin to build a loyal following that will book your hotel instead of your competitors! The trick is to translate your in-person customer service to the digital world!
3 Strategic Benefits
- Building relationships – 52% of travelers like/follow a page related to an upcoming trip after booking. This is a key opportunity to build rapport with your audience outside of your hotel before, during and after your guests stay. With the ability to consistently communicate with your target audience you can build brand awareness, consideration and loyalty just by genuinely communicating your audience.
Tip: When your customer tags your location in a post, press the “love” button! But don’t just stop there, leave a genuine comment. After all who knows the area of the hotel, the drink, food item or activity they just took a photo or video of better than you? Say something real, be friendly & personable…build that relationship and show them there’s a human behind the screen. After that, share it and show love to your customer who took time to post about your hotel
- Positive & Negative Feedback – All feedback should be considered valuable to your hotel business. Whether positive or negative you should see reviews, comments or concerns as an opportunity to grow your hotel and improve. 95% of consumers read hotel reviews before booking and what does Facebook , Google Business Pages & LinkedIn have? Reviews & recommendation features where potential customers are stopping by to see what past guests have said, to consider booking with your hotel!
Tip: Respond to ALL reviews, recommendations & feedback with an open mind & genuine appreciation in a timely manner. Not only will you learn something about your guest’s experience but you will also show future potential hotel guests that the experience of your guest’s is important to you and that you are constantly striving to improve your hotel’s service
- Retention – If you take away any insight from this article, I hope it’s at least this, social media community management can be a highly strategic retention plan! As we all know, it cost more to acquire a new customer than it does to keep one. In fact, it cost 5x more to acquire a customer than it does to retain one and increasing customer retention by just 5% can increase profits from 25%-95%! To top it off, the success rate of selling to a customer you already have is 60%-70%, while selling to a new customer is on 5%-20%! The numbers don’t lie!
Tip: Be consistent! It’s easy to create photo, video or blog content. It’s also easy to engage with your audience but it’s not easy to stay consistent over time. Create timelines and execution plans that help keep you consistent on your platforms. Choose the platforms that matter most to your hotel, typically the one/s where your audience follows & engages most is the best. Then determine how often is often enough to keep your hotel top of mind when your past customer plans their next vacation. Consistency will help keep your hotel top of mind with Johnny when he is planning a summer vacation in February while also reminding Becky that your hotel provided an unforgettable experience while she starts planning in October for her Christmas vacation
Bonus Tip: Want to take your community management strategy ever further? Implement the above tips, plus the ones in our article “Content Strategies For Hotel Marketing”, now include custom BITLY links on each post to track your organic growth. Including BITLY links will show you what pieces of content reach the right audience, at the right time with the right captions. BITLY links can be used to keep track of organic hotel stay bookings, increase event attendance or collect emails for newsletter campaigns.
Viewing your community page as an opportunity to build relationships, obtain valuable feedback and generate repeat hotel stays will greatly impact your hotels business. Your audience will appreciate the genuine interaction & customer service you are providing in a place they value.
We recommend jumping into your hotel’s social media pages insight, seeing what demographics your audience fall under, what times they are on and what content they currently engage most with then taking this insight and building a plan around nurturing your community.
Best of Luck & Bye for Now!
-J. Oliver Advertising