You will always find a set of best practices that can marginally apply to all industries. Nevertheless social media marketing will vary depending on the company mission. In the travel industry, for example, hotels experience a daily pressure to stand out among the many booking accommodations fighting for the attention of holiday seekers. Social media managers use specific channels to target niches they believe will want to use their services. Instagram is for the youth, LinkedIn is for professionals and Pinterest is for brides. How many times have you heard this? Well it applies to the hotel sector as well. So what does a hotel social media manager do?
Plan & Execute Strategic and Targeted Campaigns
Social media managers are responsible for understanding the diversity of their audiences extremely well. They need to know when families are travelling, when honeymoons are being booked and when businesspeople are attending conferences. This will influence the tone of the messages they broadcast and the content they choose to run their campaigns with. Adapting marketing plans to the needs of the audience drives conversion and helps increase market share.
To achieve this level of awareness, hotel marketing managers need to fine tune their social listening by researching and testing online. They can genuinely contribute to the community by researching their audience and plan their social media channels carefully. Social media agents deal with a wide range of audiences, from different parts of the world and from different occupation backgrounds. This means that social media agents should be aware of cultural differences and be able to understand the needs of each individual travelling.
Respond on Time
It’s difficult to respond to guest queries, manage campaigns and source new leads manually. Hotel managers need a social media management tool that can help them carry out their responsibilities effectively. A tool that can organise the interactions they receive from all communication channels, allowing them to address queries on time.
Their response time can influence purchasing decisions. When a social media agent answers questions individually and on time, guests will feel valued and cared for. A strong social media presence encourages brand loyalty and advocacy. Engaging with influencers and encouraging word of mouth advertising can be incredibly powerful in the hotel industry because it usually involves travellers who tend to be very sociable.
Generally speaking social media demands genuine engagement to grow an audience and this is especially the case in the hospitality industry. Holiday seekers have many options and how quick hotels respond will influence how they feel about staying in a place when travelling to a foreign country. The presence of agents online makes them feel more secure and sure about their decision.
In addition to responding to prospects, social media agents need a tool that can help them fine tune their social listening, to look after new leads and manage their campaigns effectively. Sendible offers a free 30 day trial for new users to test and reap the benefits before making any commitments. If you want to find out more on how hotels are using social media, read our whitepaper on how they are maximizing their digital potential.