As we know, social media is one of the biggest influencers across many industries; and especially within hospitality. It’s one of the quickest and easiest ways to engage directly with customers, whether that’s promoting the latest service or product, or whether it’s making them buy into the brand by perhaps just simply liking your company Facebook page.
For the past couple of years, social media has continued to expand, with many people turning to it as their first port of call when checking out the latest restaurant, bar or hotel. Because of this, it’s vital that your brand gets it right, at all times, as at the end of the day, your posts are what can turn those visitors into real-life customers. Here’s our top three tips on how you can get it right for your hospitality social channel..
An active presence
You’ll have a better chance of engaging users and spiking interest if you’re seen to have a very active presence across social media. Multiple posts each day is a great start, as is quickly replying to any questions or comments that users may be have. Take Facebook’s recently-added ‘Typically responds in’ features, which allows users to see how long it takes for a page-owner to respond to a message.
If you’re quick to respond - and this is made clear to Facebook users - they’re more likely to drop you a message around a pressing question or query that they may have; looking to book that table in your restaurant or that spontaneous hotel getaway for the night, in a very short space of time.
Being active across social media also shows that you're enthusiastic about your offering and are keen for customers and guests to enjoy their visit with you. They’ll likely to engage with you more frequently, and you’re messaging will likely resonate better if you’re posting at least 2-3 times a day. Remember, it doesn’t look great if you’re last tweet or Facebook post was from 2012!
Great customer service
It ties into the above, but ensuring that your customer service across social is of the highest standard now goes without saying. People use their preferred platforms - Facebook, Twitter, Instagram, etc. - to now directly engage with their favourite brands, restaurants they’re interested in visiting and hotels they’ll look to enjoy.
Whether you receive a question about opening times, a complaint about service, or a complement about that delicious dish that was eaten last night, be sure to handle all engagement in a pleasant, on-brand manner. It show you care about your customs, value their customer, and acknowledge the good (and bad!) parts of your offering.
Creative and engaging content
So not only is social a platform for directly engaging with users, it’s a vehicle for you to showcase what you have to offer. You want users to see just how great your dishes look or how fantastic your hotel rooms are; a combination of inspiring copy, vivid imagery and immersive video will all help to achieve this across the likes of Facebook, Instagram and Twitter.
Creating a content plan can be one of the most of fun parts of developing your social strategy. The creative content that you’ll be looking to be post can also be pre-scheduled, allowing you to set what is published weeks in advance! It’s takes the burden off you having to manage too much each, and allows more time to respond to those customer questions and comments that you’re likely to receives.
Your post should seek to engage users at all times; try not to be too generic, and perhaps but a fun or cheeky twist on your approach (only if it’s on brand and in line with your tone-of-voice, mind!). Stunning imagery generally gets great engagement rates, as does video. Remember, the role of your posts will likely be to raise brand awareness, increase enquires and, ultimately, drive bookings. With this in mind, be sure to include those all-important calls-to-action; directing people to your website, or providing contact information.
In today’s digital world, it’s vital that social media is central to your overarching approach to the marketing of your product and engaging with users.