- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
What Works for Hotels and Resorts on Facebook?
Posted on March 8th 2014
Some of the most fun clients to work with in social media are hotels and resorts. By having guests check in and out every day, hotels can be content generating machines. This is especially true if they have restaurants, lounges or awesome pools. The strange thing is, many hotels and resorts don’t realize just how amazing they are and overlook many content opportunities. So what works best on Facebook for hotels and resorts? InsideFacebook.com recently conducted a great study and teased out some very valuable insights for the hospitality industry as a whole. In this study, they analyzed 114,634 posts from 2,121 hotels and resorts across Facebook. Here is what they found!
Use Great Images
- 86% of top hotels and resorts mainly used photo posts. A few used links and videos, however a vast majority relied on images.
- Photos of scenery worked particularly well as they generated 5x more engagements than link posts.
- The study also found that Facebook users are hungry for photos of food as they are more likely to comment or share food photos.
- Photos of room amenities are important, however they are underwhelming when it comes to interactions. Less than 50% of all engagement is with content about rooms and facilities.
Frequency is Everything
- Top hotels in this study were posting an average of 50 posts per month or roughly 2x per day. This frequency of posting produced solid engagement.
- On the other end of the spectrum, hotels that compulsively posting (some up to 30x per day) showed to have 1/6th the engagement of their competitors.
- Overall, posting 3-7x per day is ideal for hotel and resort brands.
Content Type Matters Too!
- Promotional posts and contests generated the least amount of engagements. This doesn’t mean hotels shouldn’t do them, they just shouldn’t make them a centerpiece of their social strategy.
- Local and on-site activities surprisingly performed poorly in the engagement department. I personally think incorporating these into content is important, however based on this study they didn’t generate heavy engagement.
Super-Awesome Key Takeaways
- Use photos! Especially photos of food, scenery or anything else that can trigger an emotional response. Emotional responses equal engagement.
- Have a set posting frequency. Find that sweet spot between 3 and 7 posts per day.
- Leverage contests and promotions, however don’t rely on them to drive engagement.
Overall, I really enjoyed the study and learned some new things about marketing hotels and resorts on Facebook. How about you? Leave your thoughts in the comment section!
Photo Credit: Hotels, Resorts, and Facebook/shutterstock