Social media remains the most effective way to connect with droves of potential guests around the world while strengthening engagement with repeat guests and showing off the more human side of your resort. If you feel that your current campaign isn’t working for you, it’s time to take a closer look at your approach.
Are you guilty of any of these 6 social media mistakes?
1. Trying to juggle too many platforms at once
If you’re new to social media marketing, avoid stretching yourself too thin by picking one platform to focus on first before you start to branch out.
You should start with the social network your target guest group are most likely to use, which will be Facebook for most, and don’t be afraid to dump platforms that don’t get you results.
2. Failing to show personality
What do the most popular brands and celebrities on Facebook and Twitter have in common? They all have strong personalities. No one wants to follow or receive updates from what comes across as a cold, corporate company. They want to connect with someone fun and relatable with their own beliefs and opinions. This means you should use social media to converse, engage and tell your guests what’s important to you – besides simply promoting your business. Which leads us to point 3…
3. Selling, not engaging
The one kind of personality that is sure to do more harm than good for your online reputation is the aggressive salesperson type. Whatever platforms your resort uses, social media is inherently social and is primarily about helping people connect. So forget the hard sell and focus on engaging with your guests in a way that’s real and genuine instead.
4. Shying away from complaints
All companies make mistakes, and most of the time it’s not the mistakes themselves, but the way they’re dealt that wins or loses business. Demonstrate to the world that you’re ready and willing to learn from your mistakes by dealing with negative comments and bad publicity head on in a polite and timely manner.
5. You’re not including visual content
With the rise of Instagram, Vine and Pinterest, social media is becoming more and more image-orientated, so be sure to regularly include some kind of visual content in your posts. According to Facebook business stats, posts that feature images or videos generate 120% and 100% more engagement respectively than text-only posts.
6. You’ve got no routine
Long stretches of inactivity do nothing to promote engagement and widen your reach. Most of your guests are checking their social media accounts daily, probably several times a day, so if you want to keep them interested in your resort, you’ve got to develop a systematic posting routine to remind them of your presence regularly.