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olly Galbraith, founder and director of Go Future Media,
a business specialising in social marketing for tour ism
products, has a simple social media message – don’t forget
the big sites.
“As much as Instagram is a great fit for travel and hotels, Facebook is
still the star - and so it should be,” she said.
“The ability to engage via a var iety of content types like video,
photo albums and blog posts - plus the way this content can be
targeted to your ideal guest, not to mention the functionality of the ad
manager tool – means that Facebook remains the top of the pops for
hotel social media for good reason.”
Kim McKay, founder and director of Klick Communications, seconds
this statement, saying, “Instagram and Facebook are the strongest
perfor ming platfor ms for hotels. Broadly speaking, we use Instagram
to inspire and Facebook to drive bookings. Instagram is the perfect
platfor m for hotels to showcase beautiful images of their premises and
“The hashtag for ‘travel’ has over 155 million tags alone, presenting a
huge opportunity for hotels to engage in the conversation and attract
potential new audiences. Facebook is still the powerhouse with its huge
user base and hyper-targeting ability.
“This channel is great at driving people down the funnel from
awareness through to conversion. We have seen great success using this
platfor m to drive actual bookings direct from Facebook.”
So who is doing it well? And how can we lear n from them?
Galbraith says, “Hotels doing social media well are those tapping into
the mood of the moment.This means not just planning and scheduling
gener ic content and stock images, but having content flexibility.The
best piece of advice is from Facebook itself: ‘The goal of the Facebook
newsfeed is to deliver the r ight content to the r ight people at the r ight
time so they don’t miss the stor ies that are important to them’.”
McKay said that doing the basics well will stand you in good stead.
“Quality over quantity and outstanding community management
are the two things you need to focus on. 21 per cent of Australians use
social media platfor ms to research travel and accommodation. Often
a hotel’s Facebook page is the first interaction between a potential
customer and your brand and first impressions count. It’s really
important to ensure that everything is up-to-date i.e. website links,
telephone numbers, response times for private messages.
“Community management is essentially the online version of customer
service. Therefore it is imperative that every enquiry is responded to,
otherwise hotels r isk losing customers to competitors. One of the biggest
questions we are asked is how often should I post? Unfortunately there is
no one size fits all, it really depends on the resources you have available,
the main factor to keep in mind is quality over quantity,” said McKay.
Not convinced yet? McKay said that 52 per cent of Australians
unfollowed brands because the content was ir relevant or unappealing
and 32 per cent unfollowed because the brand posted too much
content. With this in mind, it is better to post high quality content once
a week, than posting mediocre content seven times a week that ear ns
ver y little interaction from your community.
Most properties have a Facebook page and an Instagram
account but is this enough? And how can hoteliers better
leverage these assets? EMMA CASTLE asks the experts.
Social media star:
Kim McKay says
Facebook is the best
way to drive bookings
A further word of caution. Don’t let just anyone loose on your
social media accounts. There have been enough PR disasters that
hoteliers have gotten wise to the need for training.
Galbraith said, “One of the biggest challenges for hotels and
social media is staff training and staff tur nover. We are seeing an
increasing focus to get staff trained and social media ready. Hotels
are realising the importance of real content and creating training
programs that can be rolled outconsistently, rather than a one-off,
and across multiple sites. I
30 | June 2017 | Hospitality BUSINESS
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