10 Reasons Why Your Hotel's Social Efforts Will Fail
By Sherry Heyl Founder & Consultant, Amplified Concepts | February 02, 2014
For many travelers, hotels serve as a home away from home, a place reserved just for them. For those coming into a new city, your hotel can be a friend who can recommend activities to do while they're in town. Before social media, relationships with a hotel could only develop as a guest booked their room and during their stay. Your hotel may have recognized that through social media you can reach people before, during, and after a trip is planned. However, without a clear understanding of the opportunities and expectations of online interactions, your social media efforts will fail. Here are the traps you need to avoid.
1. Your Content is Too Promotional
Raise your hand if you've ever turned on the TV specifically to watch some commercials (the Superbowl does not count). No one? When it comes to growing you following on your social media channels you need to give people content that they are interested in seeing. Educate them. Inspire them. Entertain them. Don't sell to them.
It is true that people follow brands on social media looking for great deals, so posting your special deals on your social channels is welcomed, from time to time. But you have to give your followers more than that if you want them to stick around. Often this is much easier than you think. You already know what your guests want, so give them more of it. Let them relive their experience (and anticipate the next) with vistas that inspire, a sneak peek at your restaurant menu, and insider's advice to where they're staying – just to give a few examples.
2. You Ignore Complaints
It would be wonderful if our social media efforts could only focus on showcasing all the beautiful amenities of your hotel and city. But social media is a two-way communication channel for all to use, so people will, and often do, post complaints. This can be seen by the hotel as a threat, or it can be an opportunity.