How to Launch a New Social Media Channel

By Bruce Seigel General Manager, The Ritz-Carlton, Lake Tahoe | February 17, 2019

When launching a brand new property across multiple social channels, it is important to start with a strong strategic plan. Take into consideration the unique audience and demographic of each channel. For instance, Facebook is most popular among Millennials, ages 25-34 and is built to share events, articles and long format material.

Instagram is more popular with teenagers and young adults and is designed for sharing beautiful imagery and short term live-action stories. Instagram can only be updated directly from a smart phone. Hashtags are also primarily used in Instagram and often do not translate to other social media channels. It is not recommended that content is blindly shared across each channel, but that each message is curated to fit the audience.

Develop a Strong Brand Voice

Next, it is time to set up the new channel. Start by selecting a "handle", URL or username. Ideally, this will be the same across all channels. If your desired username is taken, try small logical alternations to the name. For example, add a location, number, or a dash to the name to make it unique. It is also essential to identify the property's target audience and focus on attracting this key demographic to the page.

Start by following brands in the property's competitive set and ones that attract a similar clientele. Is the brand voice speaking to a playful and youthful audience or a more refined and elegant guest? Take clothing brands for example, for a youthful approach, look into brands that align with teens like H&M or Forever21. For approachability, look into brands like Calvin Klein or Zara. For a more sophisticated approach, look into brands that appeal to timeless luxury like Hermes, Dior or Versace.

Spend time looking at competitors channels for inspiration then begin by crafting your unique image based on brand values, target audience and style. One of the key decisions to consider for Instagram is to decide on posting full size photos or cropped square photos. Another factor to consider is whether or not you will choose black and white photos, full color or apply a specific filter to all photos.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Bruce Seigel
Brandon Billings
Gaurav Varma
Matt Schwartz
Tim Peter
Lisa Cain
Dennis Rizzo
Stephanie Hilger
Coming up in April 2019...

Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.