Curation: The Key to Increasing Engagement

By Stephanie Hilger Director of Social Media, Blue Magnet Interactive | February 25, 2018

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!

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The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.