Who is Winning at Social Media?
By Holly Zoba Senior VP of Sales - Hospitality, Signature Worldwide | August 26, 2012
Social media has now been around for a few years and though a determined number of hoteliers are still convinced to the contrary, it appears not to be a passing phase. Everyone knows the stats about how quickly social sites are growing but it seems worth noting that engagement on these same sites continues to grow – and more recently, there is constant crossover between the mediums. According to MassRelevance.com:
- 50% of Facebook's 750 million active users log on in any given day
- 30+ billion pieces of content shared each month within Facebook
- 500+ tweets per minute contain a @YouTube link
- 100 million active Twitter users and 55% access the platform via their mobile
What else is new? SoLoMo (social, local, mobile) is the new black, social media appears to be dominating search results, review sites beyond TripAdvisor are becoming more powerful and how is a hotelier supposed to keep up with all this stuff and still have time to run a hotel?
It seems like a quick review of what is working best for hotels in the social space might be in order to put some things into perspective. We took a look at some recent successes of hoteliers and tried to find some positive ROI producing trends to share. While there are some early adapters of new social sites who will happen upon some great successes, for the most part, we found your hotel can do well in the world of social media just by covering the basics.
Search is still king
Never get so caught up in the exciting world of social media that you forget that your website still creates bookings – and in order for searchers to find your website, you have to do well on the search results pages for your keywords. Before you do anything else, make sure your website is informative, easy to navigate, easy to book and well optimized. If you only have a brand website, make sure it is accurate and complete, with as many photos and landing pages as your brand allows.