Member Article

Create content that counts

Recognising the power of social media will be key for the hospitality sector in 2014 and as such they need to expand their horizons when it comes to their use of social media and think beyond simple SOS (Sending Out Stuff) marketing techniques to ensure they truly engage with and inspire customers.

“Nearly early half (46%) of travellers use social media to share travel-related experiences,” explains O PR’s digital Account Director, Emma Campbell. “Hotels using social media experience significantly more website visitors than those not optimised for social, and web visitors lead to more direct commission-free reservations.

“Implementing a strategic approach to your social media activity will ensure you remain focused in your engagement while maximising any touch points you have with your customers - businesses within the hospitality sector need to let people behind the scenes before they even arrive and encourage real time shares from their customers during their stay.

“Be innovative in your approach to social media and don’t be afraid to try something new - creating content that starts conversations will have more success than simply selling. Think about what makes you stand out from the crowd and maximise it.

“Social media is essentially word of mouth marketing with guests able to share your content and their visit reviews with all of their friends as easily as they could with just one. It’s all about expectations, both about the venue and the overall experience (which starts before customers book and continues after the trip is over), and when you can exceed these expectations, social media will let your quiet fans become brand evangelists.”

This was posted in Bdaily's Members' News section by O Communications .