Social media marketing is not the answer to every marketing goal for your hotel. But it is a vital part of the whole marketing plan.
The key critical point to embarking on a good, balanced and value added social media marketing plan is determining the goals for your hotel.
Your hotel has it's own unique flavor…destination, amenities, service, decor, demographics, facilities, dining and the list goes on. Your social media marketing plan should also.
No cookie cutter formula.
Not a one size fits all approach.
I recently set out to buy a birthday gift for my husband. As I went through this experience I realized how many things seemed parallel to a hotel embarking on social media. I know, I know I have social media on the brain!
Let me take you on my camera purchasing journey.
My idea was to purchase a digital camera for my husband's birthday gift. Your idea is to embark on social media marketing for your hotel.
I did some research to find brands of cameras and the features they offered. You did some research to find the social media channels and what they offered.
Not knowing much about cameras, I tried to figure out what he might need in a camera. I was overwhelmed. Everything I read made it seem as though he needed it all. But I knew he might not.
You are probably in the same boat when it comes to social media. There is so much buzz out there it would seem that you need it all. But you know you might not.
I did the only thing I could think of and went to someone who knows more than me about cameras. He pointed me in the right direction. Great. Now onto finding the camera and all the attachments needed.
You've done the same. You reached out to those who might know more than you for guidance. Great. Now onto finding someone to help you put it all together.
I found package deals for this great camera I was going to buy. You found someone who has a social media package that you are going to buy.
Oh wait. That camera case they have in their package doesn't hold the camera too well. The memory card is really not large enough. Is he really going to use the dayglo pink, rhinestone studded shoulder strap?
Now it's your 'oh wait' moment. On the outside, that package looks great. It hits all the social channels, monitors engagement, collects reviews. But does it really fit your hotel's goals?
Anyone can create a pretty report that scrapes information from social media sites. But does the information you will be getting contain any value to your social media plan and objective.
A collection of your hotel's reviews copied from various sites by a computer program doesn't help you determine how you are rating overall in one scoring standard with a human approach. A cut and paste approach does nothing for social media marketing in an industry that is about customer service, engagement and customer fulfillment.
I could go on and on but I think you got the point. The package deals I kept finding for the camera weren't such a deal after all. The package you found on social media marketing might not be either.
So before you venture out there, think about your hotel's social media marketing goal and objective. Do your research and take a closer look at what these package deals offer.
You might just end up with a dayglo pink, rhinestone studded camera shoulder strap that really doesn't match your shoes.