ResNet World director of marketing Josiah Mackenzie highlights the errors often made by hotels embarking on a social media programme and points operators in the right direction
Mistake 1: No strategic purpose for taking part
Whenever a new marketing channel opens up online, it’s easy to feel a little unsure on the approach you should take and how you should participate. The past few years have seen a lot of buzz around new tools such as Facebook and Twitter, and many businesses have jumped in without thinking about their participation strategically.
When it comes to social media, strategic thinking helps with deciding the platforms and interaction procedures that can further your organisation’s larger objectives. Without this type of guidance, it’s easy to get lost and lose direction. Commitment to the programme might fade when business results are not being realised.
Overcome this mistake by asking yourself a question: “What are our big objectives right now? How can social media help us with these?”
Best practice example: Starwood Hotels
http://twitter.com/StarwoodBuzz
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Mistake 2: Not listening
Social media is not just about broadcasting. Entering a social network and only pumping out marketing messages will cause you to be ignored at best, and could ultimately lead to you alienating your fans and causing negative word-of-mouth.
Before starting any social media programme, spend a little bit of time listening to what people are already saying about you and your industry. Maybe they’re not specifically mentioning your brand name, but it’s very likely they’re talking about things that directly affect you: topics such as your competitors, your city, your area, and your industry niche are all important to monitor.
When you spend some time getting a feel for online sentiment in these areas, it provides you with a better level of insight and the ability to create a more engaging social media campaign.
Best practice example: Hyatt Concierge
http://twitter.com/HyattConcierge
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