Creating Engaging Content and Navigating the New Facebook Page Format
By Burns Patterson Executive Vice President, Middleton & Gendron | April 24, 2011
There are many aspects to an effective social influence marketing program, and many "how to," articles out there, so with limited word count (always a good thing!) we'll focus here on some of the recent changes that Facebook has instituted to page formatting and functionality and the opportunities that these changes offer to the hospitality and travel industry.
We'll also take a look at techniques on the Facebook platform that have proven effective in building the fan base for individual hotels and for hotel brands, and which have led to increased bookings and increased incremental revenue per room. Finally, we'll review incentives such as sweepstakes, coupons and contests.
Facebook migrated all business pages to the "new" page format on March 10th, 2011 - and the changes offer opportunities for hotels to extend their social influence marketing further than ever before.
Before we take a look at the changes, though, let's reaffirm that the basic rules of social media still apply. Compelling content that offers "value" to fans still rules. Brands that meet the needs of their fans, with offers, with customer service, and by fostering conversation and a sense of community, will reap the benefits with a loyal following that act as brand ambassadors, or as evangelists themselves.
We've met with prospective hospitality clients who have commented, "We're providing everything a guest could ask for on our website - from virtual tours to online reservations - isn't our Facebook page really just duplicating efforts?"
Two answers here: