Blue Magnet Hotel Online Marketing Guide

How Twitter’s Nearby Feature Can Benefit Hotels

In mid-December, Twitter began rolling out an experimental new feature called “Nearby” that places an emphasis on user location when tweeting. Twitter has been hesitant to divulge much information about Nearby and its future, simply stating that they are constantly testing new features. However, as Twitter continues to roll out Nearby to more users, we are getting a clearer picture of what this new feature is and how hoteliers can use it to their advantage.

What do we know about Nearby?

Nearby is an alternative timeline to Twitter’s “Home,” “Discover,” and “Activity” timelines for viewing tweets. The Home timeline, the most commonly used, is the standard timeline for viewing chronologically sorted tweets of people you follow. The Discover timeline features relevant and trending tweets that Twitter thinks you’ll be interested in, even though you may not follow those people yet. The Activity timeline, which can be found within the Discover tab, shows you what actions your followers are performing on Twitter, such as favoriting tweets or following new people. All of the three current timelines present tweets and activities as a list.

Nearby works only with tweets that have been geotagged, meaning users have allowed their location to be tied to their tweets. What makes Nearby so unique in comparison to the other timelines is that rather than using the standard list format, tweets are presented as markers on a map, with the location of the marker being the location of the user when that tweet was sent out. In the screenshots below, you can see the Nearby map. Each tweet can be viewed by tapping on the marker.

                    

75 percent of Twitter users are accessing the social media channel via mobile or tablet, which is probably why the Nearby timeline is currently only viewable on the Twitter mobile and tablet apps. That does not mean that the tweets presented on the Nearby map are only from mobile and tablet users. As long as your phone, tablet, or desktop is allowing your tweets to be geotagged, they will appear on the map regardless of the device they were tweeted from. Directions for enabling geotagging on desktop and mobile devices can be found in Twitter’s Help Center.

Because Nearby is still in its infancy, being tested, and being introduced to users gradually, there is no guarantee of when it will appear for you or if Twitter will keep the feature permanently. Only users who have enabled geotagging have been given access to Nearby so far, meaning that the sooner you enable it, the better your chances are of getting Nearby and exploring the new feature yourself!

How can hotel marketers use Nearby to benefit their hotel marketing strategy?

Nearby has some excellent benefits for hotels, but it does have some possible drawbacks.

The jury is out on Nearby’s long-term potential for success, but as long as Nearby is used correctly, it can be one of the many fantastic tools you can utilize as part of a successful Twitter strategy. So, hotelier, be an early adopter and, when given the option, add Nearby to your already formidablearsenal of social media weapons!