Curation: The Key to Increasing Engagement

By Stephanie Hilger Director of Social Media, Blue Magnet Interactive | January 29, 2017

Curating Engagement-Worthy Content

Creating content is hard, especially with limited budgets, time, and resources. Not to mention, the content that your hotel is publishing is not only competing with content from other hotels but also with content from other brands, other industries - even users' family and friends. In the digital world, community managers are constantly trying to think of creative ways to attract and engage followers.

As a social media manager, it is not always necessary to create content from scratch. Engaging content can be discovered and re-shared with your network. Often times, content curation can even be the key to increasing engagement. A hotel using its social media to curate local content ( concerts in town, festivals, events, and general local area information ) becomes valuable to both guests and the local community.

What is Content Curation

Marketing expert Rohit Bhargava defines a content curator as "someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online." In short, content curation is the process of sifting through ( keyword: relevant ) content to repurpose and share. Brands, people, and organizations you follow on different social media channels curate content each and every day. Whether it be on Facebook or Twitter or even in an eNewsletter, content curation is an integral part of any social strategy.

Why Content Curation?

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Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.