Three Powerful Social Media Indicators That are Overlooked

By Pedro Colaco President & CEO, GuestCentric Systems | February 05, 2017

In recent years we have been noticing the rise of social media channels as a way for businesses to communicate and engage with their customers. According to Statista, social media is predicted to reach around a third of earth's entire population.

Regarding hospitality, social media has become a powerful source of information. Travelers rely on different social media channels to support their decisions and share their experiences, making it definitely one of the most important marketing platforms. The most important transformation that this new wave brought to the marketing worlds is the fact that brands are no longer in control. Brands are on social media with or without the brand contribution.

The most efficient hotel managers distinguish themselves by their capacity to quickly react to market changes and adapt to these changes. They need indicators and adequate measures to evaluate performance in social media.

First Things First: Hoteliers Should Start by Defining Goals and the Right Metrics

The first step for any successful social media strategy is to define goals that establish outcomes and measures. You must be sure that the chosen metrics are reliable, precise and easily obtained. Goals? Brand Awareness? Leads? Engagement? Depending on each objective, you'll need to keep an eye on different indicators and metrics.

After the definition of goals and the right metrics, hoteliers should be able to analyze social media performance and make decisions based on the results. However, there are also some new engagement indicators based on sentiment analysis that can help you to understand your fans reactions on social media channels:

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.