5. Now that I know social media is a customer engagement channel and not a distribution channel in hospitality, I will use Social Media correctly to create "buzz" around my hotel, target receptive audiences, provide customer service and enhance customer experiences. This will ultimately stimulate hotel website visits, interactions and conversions on the hotel website.
Situation:
There is no doubt that social media has changed how travel consumers research and plan travel, access travel information, and perceive the credibility of information. Internet users are increasingly influenced by social media sites and peer reviews. By utilizing a comprehensive social media strategy, smart hoteliers engage their customers and enhance their experiences, generate buzz and improve customer service.
Many hoteliers have underestimated the complexities and involvement required for managing the property's social media profiles. Infrequent or bland, "sales pitch" postings, lack of interactivity, creativity, fun and intrigue plague the social media presence of many hotels.
Action Plan:
In 2012 social marketing should continue to be an important component of your property's marketing mix and part of the comprehensive direct online channel strategy for any hotel company.
Social media and social marketing initiatives should be reviewed as part of the overall multi-channel marketing strategy of the hotel. Instead of focusing on only bookings and revenue when measuring results from social media marketing, use social media for brand-building and buzz-building; as a medium to interact with and engage customers; as an important customer service channel; as a source of engaged and relevant traffic to the hotel website, and a way to make the hotel look current, cool and up-to-date.
This year work on establishing or enhancing a brand consistent Facebook and Twitter presence; monitor customer reviews/engagements for any customer service issues; use engaging posts (ask questions, use trivia, hold contests); locate/designate your on-property Social Media "Champion", and partner with a social media strategy and technology firm to provide strategy, training, and technology implementations such as Facebook custom tabs, contests, etc.
In light of the recent Google Panda updates (to be discussed in more detail in the next resolution), allowing your website visitors to share your site's content with Facebook Like/Tweet/Google +1 buttons is important to stimulate conversation and for search engine optimization purposes.
Avoid the all-too-common mistakes made my many hoteliers when participating on social media channels, including posting infrequently, only focusing on promoting packages and specials, not responding to questions and comments made to the hotel, and deleting comments.
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