How does social media work for hotels?
We also like to tell our customers' unique stories in words, pictures and text on social media. But how important is a successful social media concept for your hotel? And how can social media content production be designed efficiently?
You can find answers to these and other questions in this blog post.
1 - What is hotel social media?
Gary Vaynerchuk, one of the pioneers of social media, said: "Maybe you shouldn't call it social media, just be human and tell your story."
We can only agree with this, because the most successful hotels on social media focus on precisely this social component. They share ideas, cooperate and interact. They inspire and are interesting. They build long-term relationships with their followers and fans that can, but don't necessarily have to, turn into business benefits.
Because social media is NOT:
A pure sales channel. Before someone gives something back to your hotel - attention, business, etc. - you have to offer added value.
A sales pitch or a monologue: On hotel social media pages, you should listen to your potential customers and interact with them instead of just spreading advertising messages and slogans.
An easy win. You need to take your time for your hotel social media concept and plan carefully or work with a strong partner like Piquant Production.
2 - On which hotel social media channels do I need to be present?
We answer this question for our hotel customers: on the channels on which your people - be they guests, employees or partners - are on the move. For example, if you want to interact with guests, think about who your target group is and which channels they use to search for information and inspiration.
Another recommendation: You can register your hotel on various hotel social media sites and set up the profile so that no one else operates with your hotel name. However, you should carefully select the hotel social media channels on which you really plan to be active. The rule here is: less is more. A good presence on the channel on which most of your target guests are active is worth more than five channels that are only half-heartedly used and maintained.
We are happy to support you with your hotel social media concept and your hotel social media production.
What good are the best pictures and the best stories if you don't show and tell them regularly on your social media? Piquant Production supports you in distributing the right content via the right channels and prepares content so that you can concentrate on interacting with your potential guests.
3 - What is the most efficient way to approach social media content production?
The most important component for this is planning. We create social media content for our hotel clients on a quarterly basis. This means that all the content - geared towards the main interests of the target guests - is produced, tested and designed once.
This guarantees a consistently coherent appearance and continuous posting. And then provides the necessary scope to create spontaneous posts on current events and to interact with guests. Because encouraging interaction is an important part of hotel social media channels. That's why we recommend responding quickly to comments and messages, showing genuine interest in their questions and concerns.
4 - How can I constantly improve my hotel social media activities?
The first principle we would like to share with you is that you can only improve what you measure regularly. It is therefore important that you define clear goals for the various areas: Do you want to generate more bookings? Strengthen your positioning? Create more awareness in certain markets?
Once you have set the goals, define the corresponding KPIs (Key Performance Indicators). How do you measure whether you are on the right track? Most hotel social media channels have their own analytics pages that give you an insight into the performance of the channel itself and the various posts.
5 - Create a hotel social media policy
As we have already established, for a successful hotel social media concept you need to take your time, plan carefully and also work attentively: Everything we put online stays there FOREVER.
At Piquant Production, we also draw up our own social media policies for our clients. This means that we give clear instructions to the responsible team members on how they should interact online, how negative comments should be handled, what information and images may and may not be posted.
Our top recommendation for you
Finally, our top hotel social media tip from Piquant Production: Have fun on social media, radiate positive energy and tell your unique story in an authentic way.
Never forget: The most successful hotels on social media produce entertaining, interesting, inspiring and authentic content. So: Stay yourself!
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