Brand Perception: An Increased Focus on Conversational Messaging
By Stephanie Miller Social Media Manager, Madigan Pratt & Associates | February 05, 2017
Where are your guests when they're not at your hotel? The answer is simple: they're on social media. But, the real question is: are they on your social media?
Social media is the go-to platform for many travelers who no longer want to visit websites, pick up the phone or even send an email. It's the fastest way to communicate information about a brand. Often, it's the first resource referenced for news. While social media will always have its share of window shoppers, more followers are turning to it for specific questions about pricing, availability, onsite amenities and destination activities. Your followers expect immediate responses, informative answers and ongoing information about hotel news, updates and offers.
As social media managers, we're also brand managers. We are responsible for knowing the ins and outs of the hotel we represent and creating a seamless experience for the online user. It's our job to make every follower feel like the hotel is talking directly to them and specifically addressing their interests or concerns. To do this, it's critical to open the line of communication and increase your focus on conversational messaging before, during and after a guest's stay.
Frederick Reichheld's book The Loyalty Effect, the Hidden Force Behind Growth, Profits and Lasting Value says companies with the most loyal customers are the most profitable. Because of this, it's essential to take the hotel's relationship with the guests far beyond their stay and utilize social media to build and retain long-term relationships.
Ultimately, the bottom line is social media needs to help transform followers into leads, leads into guests, and guests into repeat guests.
Make it a Two-Way Conversation, or it's No-Way
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