Global Social Media: Getting in on the ground floor
By Angel Zimmerman Co-Founder & Chief Operating Officer, Sajan | November 04, 2012
If one business seems expressly molded for social media on a global scale, it's the globe-spanning hospitality sector. Hotels largely depend on word of mouth advertising, and social media provides the perfect vehicle for this. Maintaining a social media presence is also one of the fastest growing marketing channels within the industry-and it's a highly effective way to help you reach all of your audiences across the globe. And yet, few hotel marketers are running a multiple-country social media program.
It's not because of a lack of business development rationale.
When it comes to today's social media use, seven out of 10 travel brands report increased direct bookings and customer engagement, according to EyeforTravel. The same research firm found in 2012 that as many as 61 percent of travel-related companies are planning to increase their social media investment in coming months. One reason for this stems from the growing number of social media users who are influenced by what they see on social networks: hotel reviews, friends' recommendations and vacation photos, resort virtual tour videos and hotel deal tweets, to name a few.
Considering that social media content is already a key component of search engine results algorithms-and the fact that it factors into search engine optimization as well-it makes sense to nurture your social presence, engage with as many customers as possible and encourage content sharing. The end goal is ultimately more bookings and greater brand recognition across the globe.
What's less understood, however, is how to succeed with taking your social media program beyond your home borders. Even though hospitality professionals already operate in an international mindset-it's second nature to cater to prospective customers from all over the world-the practice of global social media is still a mystery to most.
By the numbers: The case for expanding your social media presence