How to Fix Your Hotel’s Outdated Social Media Strategy
In the ever-evolving landscape of social media, sticking to last year’s strategies is like using dial-up internet when high-speed broadband is readily available. What once worked now feels as appealing as instant coffee in a world where gourmet blends are the norm. It's time to roll up our sleeves and explore why your hotel’s social media approach might need a serious overhaul, and more importantly, how to modernize it for today’s digital landscape.
The Hall of Shame: Outdated Social Media Strategies
The “Post and Ghost” Technique
Remember when you could post a picture of your lobby’s new sofa, disappear for two weeks, and then come back with a special offer? Those days are over. Social media today is about engagement and two-way conversations. You need to respond to comments, engage with your followers' content, and participate in real-time discussions. It's no longer enough to just broadcast; you have to engage actively and consistently.
The Generic Content Carousel
If your content strategy revolves around posting repetitive photos of rooms, occasional plates of food, and the odd sunset, you're stuck on the generic content carousel. This approach is as bland as plain oatmeal. Your audience craves diversity, authenticity, and creativity. They want stories, behind-the-scenes glimpses, and content that evokes emotion and connection.
Ignoring the Power of User-Generated Content (UGC)
Overlooking UGC is like ignoring a treasure chest in your backyard. Guests frequently share their experiences at your hotel in ways that are more authentic and engaging than any content you could create yourself. Failing to leverage this content is a missed opportunity to showcase real, relatable experiences at your property.
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The Renovation Plan: Updating Your Strategy
Embrace the Art of Storytelling
Move beyond merely showcasing amenities as if you’re ticking boxes on a checklist. Start telling stories that emotionally connect with your audience. Did a couple get engaged at your hotel? Share their story (with their permission, of course). Is there a legend behind the 100-year-old oak tree in your garden? Tell it. Use your platform to weave narratives that invite followers to be part of your world.
Leverage User-Generated Content
Encourage guests to share their experiences and create a dedicated hashtag for them to use. Repost their content, give them shout-outs, and make them feel appreciated. User-generated content not only builds trust but also fosters a sense of community and authenticity.
Diversify Your Content
Mix up your posts with a variety of content types. Share behind-the-scenes looks, staff highlights, guest testimonials, and local attractions. Use videos, stories, and live streams to keep your content fresh and engaging. The more diverse and dynamic your content, the more likely you are to capture and retain your audience's attention.
Engage in Real-Time
Take advantage of real-time engagement opportunities. Respond promptly to comments and messages, participate in trending conversations, and host live Q&A sessions or virtual tours. Being present and responsive shows that you value your audience and are committed to building a genuine connection with them.
Updating your hotel’s social media strategy is not just about keeping up with the times; it’s about creating meaningful interactions and lasting impressions. By embracing storytelling, leveraging user-generated content, diversifying your posts, and engaging in real-time, you can transform your social media presence from outdated to outstanding.
