Creating original content is imperative in order for your brand to stand out; however, curated content is equally important. If it does not already, user generated content (more commonly referred to as UGC), should play an integral role in your social media content plan. User generated content is an essential part of content curation and easy to come across if you know where to look and how to encourage guest participation. Not sure where to start? Encouraging guests to share their stories is easy if your hotel team implements these three methods. READ MORE

Today, hotels are keenly positioned across social media to attract Generation Z and Millennials to drive new and incremental bookings to their property. This younger generation is highly influenced by social media when choosing their next weekend getaway or vacation. Hotels have to be part of the social conversation to drive revenues with these younger generations. The following article highlights opportunities for hotels to connect with these younger travelers by developing an overarching strategic approach, building break-through social content and aligning to an overarching measurement strategy. READ MORE

Like any other digital marketing discipline's strategy, social media advertising requires careful consideration of the buyer journey and purchase funnel. Building funnels within any advertising management platform can be less than intuitive and seem like a job meant only for digital savvy professionals. In this article, Screen Pilot Social Media Manager Arielle Rubenstein will walk through the high-level planning steps necessary to create a successful Facebook advertising funnel to get you started. From audience targeting to bridging the gap between brand awareness and retargeting to budget management, these five steps will optimize Facebook advertising strategy to fit any goal - for any hotel marketing team. READ MORE

Looking to solve the social media puzzle, but don't know where to start? Mimicking or copying other Instagram or Facebook accounts that have lots of followers is not going to give your property the results you're looking for. To see real social media success, create a plan tailored to your property or hospitality business by Finding Your Why. Define the unique social media why that inspires people to follow you and keeps them coming back for more. Learn how to define your why and how to use gamification, user-generated content and hashtags to reinforce it across the social media realm - growing your followers and engagement, and driving more customers your way in the process. READ MORE

Reputation used to be word of mouth, recommendations and built over years of hard work and professional behavior. Today, thanks (or not) to social media, reputation can be built in very short time (see ''influencers'') and destroyed as quickly. Needless to say that your online behavior is as important as your public one. Ensure you follow these basic rules to not fall in the sea of sameness. I am not an expert, and neither I want to be, but I want to share what helped me become a trusted and respected hotelier. READ MORE