Businesses have doubled their presence on social media over the last year. But if your reason for social media participation is "Everybody's Doing It", you might want to take a moment before plunging your hotel head first into the social media ocean.
For any business today, having a social media presence is not enough. It is worse to have a presence that is laying dormant with no activity and no participation then it is to not have a presence at all.
Sure you can create a Facebook Page or Twitter account for your hotel's plunge into social media marketing. But then what? Think of it this way, just because you have wood, nails and a hammer doesn't mean you can build a deck on your house.
You need a professional plan. You need a strategy.
This frenzy of hotels creating a presence on social media without a clear strategic plan reminds me of those morning weekend shows on cable. You know the ones I'm referring to? Those home improvement programs that show you how to Do-It-Yourself.
My husband grimaces every time he sees me watching the newest episode of how to create an outdoor living space on a newly built deck. Usually about half way through the show, I'm sure I can build the beautiful deck they showed on television. Piece of cake, right? Not.
The excitement of watching the show and these 'experts' telling me how easy it is really doesn't translate in getting the job done well.
To build a beautiful deck I would need time to research, design and learn architecture, building codes, knowledge of tools, resources, etc. It's not much different than the numerous aspects of social media marketing.
Those home improvement shows have you thinking everybody's doing it, so you can also! So now you've created a presence on social media, how do you create a strategic plan for that presence in order to bring results to your hotel's marketing plan?
Just like I did with my deck, you hire a professional.
Until next time,
CoMMingle Social Media Marketing Manager
Plan. Socialize. Engage. Measure.