Curation: The Key to Increasing Guest Engagement
By Stephanie Hilger Director of Social Media, Blue Magnet Interactive | January 29, 2017
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?
Content curation creates countless opportunities when done effectively and correctly. As a social media manager for a hotel, if you are curating valuable content that past, current, and potential guests will find useful, you are giving them a reason to engage and come back for more - before you even begin to dish out your original content!