Having the Proper Social Media Presence for Your Property
By Lisa Klueppel Senior Manager, Online Acquisition Marketing, VIZERGY | April 03, 2011
From choosing the right locations, to set up, to daily management, you need a social media plan that fits your property.
Does your hotel have an effective, well-managed social media presence? Do you even need one? Do you feel like you're making the most of Facebook, but lost on YouTube?
These are questions that hoteliers should have asked themselves, or been asked by their Internet marketing partners, at some point in the last two years. After all, during that time span, the use of social media by both leisure and business travelers has increased at a rate that cannot be ignored. In a recent survey from The Center for Hospitality Research at Cornell University's School of Hotel Administration, roughly 25% of business travelers and over 30% of leisure travelers said they use social media and review sites for hotel information. If that's not enough, more than 64% of survey respondents in a Sheraton Hotels & Resorts study claim to use social media to help with travel plans.
Despite the proof of social media's popularity in travel or the constant buzz surrounding Facebook and Twitter, don't jump into the game without a plan… a plan that provides a social media presence that fits your property. Social media is not "one size fits all." Think of it more as a tailored suit. Just because a Facebook account with custom pages or a YouTube account with a corporate video is right for one property, does not mean it is right for every property.
There's only one exception. All properties, regardless of type, should monitor and respond to their online reviews. But overall, your social media presence should be catered to your property.
An upscale, 500 room hotel near major attractions probably needs a Facebook profile to stay in touch with repeat guests (this recently became easier with Facebook's Pages upgrade) and a Twitter account to promote special packages, whereas a select service property located on a major Interstate may or may not need Facebook and probably doesn't need Twitter at all.