At Blue Magnet Interactive, we love Facebook. Without the social giant and its enormous marketing potential, we might be out of a job! Okay, maybe not – but we felt it was only appropriate to commemorate Facebook on its 10th birthday with a classic Top 10 list.
Our talented Account Manager’s compiled their top 10 tips for hotels to effectively utilize Facebook’s prowess and stand out from their competitors!
1. Respond to all wall posts and comments, whether they are positive or negative. Hoteliers should have a similar response system in place on Facebook as they do on TripAdvisor. When a fan leaves positive feedback on your Facebook wall, “like” the post or leave a sincere comment on behalf of the hotel to acknowledge that it was received. When a fan leaves a nasty comment, respond publicly so that your other fans know that the hotel takes these issues seriously and try to take the conversation offline as seamlessly as possible.
~ Andrea Mann, Senior Brand Strategist
2. Don’t post just to post. Content that you share with your followers should be relevant to your property. Think about the pages you “like” on Facebook, why you like them, and the content you’re likely to share and engage with on those pages. Your fans are invested in your page to hear about your special offers and promotions, learn about the area, and hear about other applicable hotel news and events. Just because a certain topic or hashtag is trending doesn’t mean that yoru hotel needs to comment on the subject. If you can’t twist “Justin Bieber’s mug shot” to relate to your brand, it’s pointless chatter (and we’re not sure you’d want to anyways).
~ Stephanie Hilger, Account Manager
3. Humanize your brand. Customer service is often one of the strongest assets of a property, and you can’t give great customer service without an incredible staff. Small features that show your customers how much the hotel management values its staff will go a long way. “Staff picks” for favorite area restaurants or bars, “happy anniversary” posts for team members that have loyally been employed at your hotel for a long period of time, etc. They call this “social” media for a reason. Don’t ever hesitate to put a face to your brand!
~ Michelle Laing, Account Manager
4. Do your guests know that you are on Facebook? Utilize on-property flyers and place them at the front desk, at your on-site restaurant, on tables in the breakfast area and create key-card packet inserts. Encourage guests to like and review your hotel on Facebook, especially since Facebook reviews are beginning to play an integral part of your Facebook page’s experience!
~ Kelsey Nupnau, Account Manager
5. Take advantage of the Facebook Insights. This useful tool is free for your hotel’s business page, and it will help you discover things like the best time to post, the most popular content, and audience demographics. With this added information, you can craft better posts tailored to your specific audience and boost your page’s engagement.
~ Tim Dale, Account Manager
6. Keep it short and sweet. Increasingly, people are accessing Facebook through their mobile devices. While scrolling through their Newsfeeds waiting at the bus stop or in line at Starbucks, they may not want to take the time to read a wordy paragraph. Writing your hotel’s Facebook posts with Twitter’s length (140 characters or less) in mind can help encourage fans to read your posts.
~ Caroline Scanlon, Associate Account Manager
7. Use your camera! If there is something going on at the hotel – a staff fundraiser, a special event in the bar or just a beautiful day outside, TAKE A PICTURE! Your Facebook fans are following your page because they enjoyed their time at your hotel or are planning to visit your hotel. Give them a snapshot of what’s going on both on property and in the area. Photos that are unique to a hotel tend to outperform generic posts on Facebook pages. A generic post with clip art hearts that says “Happy Valentine’s Day” is not going to give your hotel personality like a photo of your front desk staff smiling with a box of chocolates in hand!
~ Abby Heft, Senior Account Manager
8. Stay local. Utilize local-area publications, community-focused websites, CVB’s and more to find the most relevant, local content for your followers. From free yoga classes to the top 10 places to enjoy fried chicken in your town, fans will appreciate these localized tidbits. Guests are often asking your front desk staff ‘where do the locals go?’ – so take that question and run with it on Facebook! There are lots of great resources at your fingertips to help answer that question.
~ Amanda Diamond, Account Manager
9. Treat your fans like the special fans they are! As you grow your network of fans on Facebook, instill loyalty by offering exclusive deals and insider information. Announce special events to fans first, provide a special coupon for fans to redeem on property, or promote a unique fan rate discount only available through your Facebook page. By giving fans exclusive information and deals, you build loyalty and actively engage users who continue to listen to what your hotel has to say. Plus, these Facebook strategies are also a great way for your hotel to bring in incremental revenue and sell rooms for last minute need-dates.
~ Kim Armour, Director of Client Services
10. Just because Facebook is a great marketing tool, doesn’t mean every post should be a commercial for your hotel. Yes, guests want to know when you have an awesome new special or that you just renovated all of your suites, but they don’t want to see the same posts about how you have “the best amenities around” over and over. Your page will never see a lot of likes or engagement if you’re consistently posting “salesy” content in the hopes of driving bookings. Doing so will most likely have the opposite effect and end up turning fans away.
~ Chris Dean, Account Manager