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.
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.