6 Key-Elements of Engaging Social Media Content for the Hospitality Industry

By Katelyn Stuart Social Media & Public Relations Manager, Paramount Hospitality Management | February 22, 2015

Social Media starts at the beginning of the consumer buying process. It is imperative to building brand awareness, generating leads, and also retaining customers. Social Media platforms are used as an opportunity to engage with these users and assist in the decision-making process, given that the content is valuable and relevant. As the consumer continues learning about the brand and product through social media, this exposure results in assisted conversions, generating indirect revenue.

After experiencing the product, the customer continues engaging with social media, building a sense of loyalty that turns them into a repeat customer.

Through a process of trial and error, Paramount Hospitality Management Company (PHM) has learned what engages their fans, and what doesn't. With a portfolio of three different hotels that have their own individual style and demographic, we have learned that the engagement received on Social Media is not only based on a specific audience, but the specific content you are sharing. Here are 6 key-elements of engaging content that have proved to be successful in the hospitality industry.

1. Conversing

Some of our most successful social media posts for PHM have been aimed at conversing with our fans. Though there are different ways to succeed at this, we have seen the most engagement with posts that ask an open-ended question. Social media is a community where your customers talk with one another. So create your post with the intention of starting a conversation. Some great examples of conversing content include Fill in the blank, True or False, or a question that will imply a positive answer.

  • Fill in the Blank
    Fill in the blank questions are thought provoking and sometimes require your fans to do more research on your product. Whether you are aiming to engage past guests or looking to attract new guests, a question that requires more than "yes or no" will entice your fans to be creative with their answer. A great example is: My first order at Avanti's Bar & Grille would be ____________. Add creativity to this post by pairing it with an image of your most popular entree or specialty drink.

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.