Three Powerful Social Media Indicators That Are Overlooked
By Pedro Colaco President & CEO, GuestCentric Systems | February 25, 2018
Impressions. Leads. Conversion. Bounce Rate. Hands up who is really obsessed in monitoring these social media quantitative metrics on a daily basis? Quantitative metrics tends to be the main priority when analyzing social media reach or success but there are some new key indicators and metrics that have been overlooked and can also be a key element for a successful hotel social media performance.
Most hoteliers are constantly worried about the same old metrics and looking for benchmarks that can help them to monitor their performance successfully on social media. But what about qualitative metrics and sentiment analysis? Are they meaningful? Which ones to use? What can we learn from them? How can we measure them?
Social Media's Impact on the Hospitality Industry
In recent years we have been noticing the rise of social media channels as a way for businesses to communicate and engage with their customers. According to Statista, social media is predicted to reach around a third of earth's entire population.
Regarding hospitality, social media has become a powerful source of information. Travelers rely on different social media channels to support their decisions and share their experiences, making it definitely one of the most important marketing platforms. The most important transformation that this new wave brought to the marketing worlds is the fact that brands are no longer in control. Brands are on social media with or without the brand contribution.
The most efficient hotel managers distinguish themselves by their capacity to quickly react to market changes and adapt to these changes. They need indicators and adequate measures to evaluate performance in social media.