We regularly tout social media as a great way to promote your hotel, however, you can be very active but still not get the desired results if people are not sharing or interacting with your content.
Interaction plays a large role in how the social media platform algorithms treat the content on your news feed, but you also need to be clever in how you ask for this interaction to avoid being penalized.
Social Media Interactions
There are five ways in which your followers can interact with a post based on the platform. They are:
- Tagging
- Sharing
- Liking
- Clicking through the link
- Commenting
On some platforms, asking for the interaction does not necessarily hurt you, such as Instagram and Twitter, but you never want to have to constantly ask for the interaction, at least not openly. On other platforms, such as Facebook, you can be penalized for blatantly asking your followers to like, share or comment. You will also be penalized for blatant clickbait.
Creating Shareable Content
One of the most effective ways to get shares, especially on Facebook, is a funny meme. People are far more likely to share a funny meme than they are any other type of post. So, if you do go this route, make sure your brand is somehow featured in the meme.
Offers are also a great way for your content to be shared. Most people, even if they are not going to take advantage of the offer, will share something some of their own followers may take advantage of.
A great way to get comments on any post is simply be asking a question in the post. Ending the post with a phrase such as “agree or disagree” or “tell us what you think” will often elicit a reaction from your followers.
Avoiding Penalties
One of the quickest ways to get your social media account flagged, especially on Facebook, is by using clickbait materials. A vague headline followed by overly vague content that stresses words like THIS will draw the attention of the Facebook censors. An example of clickbait would be:
- Headline: 10 New Ways to Improve Your Hospitality Operation
- Copy: If you are looking to improve your hospitality operation, you have to see THIS guide.
- Copy: THESE tips are great and wait until you see number 7!
An example of copy with the same headline that would not be penalized would be:
- Copy: If you are looking for ways to improve your overall hospitality operation, some of your managers may benefit from additional training aids. I found these tips to be very helpful, especially the tip on how get my staff more interested in the overall mission of the hotel.
While the second example of copy is still ambiguous, it gives just enough of the article away that it would not be considered clickbait. Furthermore, it is not using a word like THIS or THESE to draw the reader in as a way to click on the link.
Are your social media pages floundering? Do you need marketing managers that can help drive bookings through social media marketing? If the local talent pool is simply not providing you with the types of candidates you need, consider Joseph David International. JDI is consistently ranked as one of the top hospitality recruiters in the country because we are able to find the best possible candidate for your specific needs. For more information about our hotel recruiting services, please click here.
