Beyond Traditional Social Media Marketing: Embracing Hotel Staff as Social Media Brand Ambassadors
By Marlene Oliver President, NJC Communications | February 24, 2013
It's no secret that social media is becoming vital to conducting business in today's world, but what should hotels be looking to do in 2013 to see even greater success via social networks?
This year the evolution is trending towards hotel staff playing a far more active role in social media by taking on the additional role as digital evangelists for their property.
Having staff participate in the hotel's social media efforts helps foster a positive image about the property, builds trust and credibility in the market, offers word of mouth property and hotel service recommendations , and significantly stretches marketing budgets by utilizing current resources and hotel employees. From creating a social media policy and social media training, to motivating staff to participate, determining social savvy influencers, and giving brand ambassadors hands-on experiences to share, here's a look at what you should consider when seeking to augment your property's social media efforts through staff engagement in 2013.
Social Media Policy
Social media participation can certainly enhance how employees help build their business networks and increase property sales. Yet there is a need to be careful of how staff members communicate about your hotel in the social realm. When it comes to social media, the lines between personal and business communications are often blurred. For example, people typically do not create separate work and personal Facebook accounts. Developing a social media policy for your property can be an effective way to ensure hotel staff members think about what they communicate on social networks and how those messages may either positively or adversely affect your organization prior to creating a post.
The goal is to turn your employees into proactive brand ambassadors for your property. Thus, a social media plan for your property should be put in place and positioned in a positive way that not only explains the hotel's social media goals and communication tone to staff members but also engages your team members to be active participants in the social world on behalf of your brand.