To use or not use social media for your accommodation? The eternal dilemma that most of us have. Several questions arise, and one of the most common is “What is the real value of communication on social media?”
Over the last few years, the importance of social media in everyday life has reached its firm place. Most of us cannot imagine our normal life without these platforms, and it doesn’t have to only be Facebook or Instagram. We also include platforms like LinkedIn or Twitter. All of these networks have revolutionised our lives, and not only in the sense of how individuals communicate with each other, but also in the sense of how individual businesses communicate with their customers.
The answer to the initial question is completely clear and without discussion. Yes, it really is very important nowadays to have profiles on social media platforms, and communication on them should become an important part of the overall marketing strategy. One of the main reasons for you should be the fact that social media platforms are used by more than 3 billion users worldwide. If you don’t use social media, you’re missing out on a huge competitive advantage.
Let’s look together at why activity on selected platforms is important. However, before we start, we need to realise that we cannot approach social media only as another advertising space, but also mainly as a place where you can communicate with your guests and show them the real face of your business. Simply become one of their friends.
Do all social media platforms work the same?
Definitely not! Each of the networks has a completely different environment, and this does not mean only the visual one. The point is that there is a different target group on each network and that is why it is important that you know yours. Based on this, you can then focus on communication on the right social media platform.
We chose four social media platforms for a specific performance: Facebook, Instagram, LinkedIn and Twitter. The most widespread and most widely used social media platform is Facebook. Since almost everyone is on this platform, it is primarily used as an information channel. In the circle of your “friends” you communicate your story, your emotions and your experiences. As a concrete example, we can mention recent events, if you communicated the reopening of the hotel here, because you would also share it with your friends. However, you would no longer read them the guidelines under which conditions you can open the hotel.
In contrast, Instagram is a network where people mainly consume visual content. Quality photos and videos are number one in this case. Attention is money, and it is attractive and imaginative content that attracts attention. People want to know the environment in which they will spend their vacation. Make this wish come true and show the best of your hotel or guest house. Don’t blow your own trumpet, though in this case you should!
Have you ever thought of having a hotel profile on LinkedIn? It is not absolutely necessary! What is necessary, however, is for employees in leading positions to cultivate quality PR through their personal profiles. Keep in mind that contacts will always help you on your way to success, and these contacts, here specifically work ones, are best established on this network.
Twitter is the master of the moment. It is interested in what is happening right here, right now. It doesn’t matter that you hardly know anyone there, but if you can properly use the ongoing situation, which at least half the world is talking about, then success is almost guaranteed. We will not have to go very far to set an example. During the corona virus crisis, the hospitality segment could inform its audience about the hygiene equipment that is used in individual hotels.
Become one of the users!
As already said, it is important to know who you are talking to on individual social media platforms. On this basis, you will build your unique character, i.e. your unique style of communication. Any hotel is built on a unique story. Find this story and get the most out of it. Just as regular users on social media communicate their lives, their stories, so you should also try to communicate yours. Unique communication with a unique story is the best way to become one of the friends of users on social media. But beware! There are no friends if there is no trust. All information you communicate on the networks must be 100% trustworthy.
Word of mouth
In the hospitality segment, it is well known that one of the main aspects that plays a role in the customer’s decision is the word of mouth marketing, i.e. reviews directly from customers. It is on this principle that entire social media are based. There is complete freedom of expression and every user can express their opinion here. This fact may not always be an advantage, but on the other hand it works as a good motivation for providing 100% service. In the event that your guests leave you positive reviews on the networks, this is a huge advantage for you, which will help in the decision of several other travellers in the future.
As technology continues to evolve, there is no time to fall behind in the hospitality industry. For example, we already mentioned an innovation in the form of Online Check-in in the last article. However, it is currently essential for hotels to rethink social media communication not only to support business, but also to enhance customer care. These activities will help strengthen the good name of the brand and subsequently support overall growth.
If you would like to know more about what your social media communication strategy could look like, please contact us and we will be happy to discuss your options.