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June 29, 2013 / BSP Marketing

How To Drive More Engagement On Facebook For Your Hotel

How To Drive More Engagement on Facebook for your HotelSocial media has dramatically changed the way people interact and get information. The Internet has given people the power to connect with other people and businesses, allowing for a greater exchange of information and an increased sense of familiarity. While people may use social media for their own personal interests, smart businesses have realized the advertising power of such sites. For a hotel, the question is how to use sites like Facebook to retain loyal customers and drive profits.

After all, Facebook is only powerful when it is properly leveraged. Almost everyone has a Facebook page, but only those who put time and energy into the page will see results with it. This is even more important for business. If a hotel joins Facebook, that is merely the first step. If your wishes to see increased engagement via Facebook, there are some tips to keep in mind.

1. Looks matter. When thinking about how to increase social media engagement, the first step is to remember that appearance matters. In a hotel, the front lobby is always immaculate and the rooms are clean and orderly. Why is this important? Because every company knows that appearances matter. If this is true in the property itself, it is also true on Facebook. While every social media site has a default appearance to help users get started, that look is usually plain and overused. Pages can be tweaked and tailored, which not only looks more professional but is more likely to drive consumer engagement.

2. Consumer benefits. It may seem petty, but people use Facebook because of what they get out of it. While some people will enjoy just visiting a hotel’s Facebook page, others will only come if there is something in it for them. With the question of how to increase engagement through social media, one of the best answers is to make it worthwhile. A hotel can provide promotions or host contests through social media. This is a brilliant business maneuver that is easy to implement and will dramatically impact the quality of a guest’s social media experience with the hotel.

3. Picture perfect. Social media is a largely visual medium. While this includes layouts, colors and fonts, the most important visual element will always be pictures. A smart business will use numerous carefully chosen images for their Facebook page. These pictures should reflect the company and its beliefs. These photos can show off parts of the facility or feature the staff. They might include guests having fun. These photos may be humorous, visually striking or insightful, but they should all be intriguing enough to keep visitors checking the page for more.

4. Trending now. Social media gives people unprecedented access to instant information. A smart business realizes that this information-on-demand mentality is here to stay. In fact, a business that does not seem in touch with current online trends will seem archaic and unappealing. A good business will follow Internet trends and find creative ways to tap into them. This way the company will seem trendy as well, which is a great way to stay relevant with consumers.

5. Behind the scenes. If a hotel is trying to figure out how to use social media, one of the easiest places to start is with itself. People use social media to share parts of themselves with others, and a good business will do the same.Facebook is a great place to show employees behind the scenes. Another option is to give guests a sneak peek behind the counter. This can make them seem more likable, which can create a sense of connection between customers and the hotel.

6. Personal connections. If the question is how to engage consumers with social media, the obvious answer is to make connections with them. While it may be easy to rack up Likes, it can be harder to create a real following. One of the best ways to engender loyalty is to make visitors feel like they have an actual connection with the business. Reply to comments on Facebook. Use photos of guests. Do not be afraid to personally address other users. This can create a sense of community, which is impossible to otherwise replicate.

7. Finding your voice. One of the drawbacks of social media is that it is entirely digital. With no face-to-face interactions, it can be hard to gauge tone and personality. This is why it is so important to increase engagement by developing a voice. This can be done by carefully crafting all posts and messages. It can also be done with the images that are chosen and the colors that are used. Every detail can be used to create a voice. This way, visitors will feel like they know the facility and its staff without even stepping foot inside.

8. Ask for responses. Sometimes the best way to get a response is to ask for one. Be sure to ask for comments on a picture, and encourage visitors to Like the page. It may seem simple, but it can have a huge impact on the quality of the page.

These tips are just a few ideas to drive customer loyalty through Facebook. What do you think? What social media strategies have worked for you? Be sure to share your thoughts in the comments!

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