Are you trying to boost your hotel’s Facebook engagement rates?
If so, you’ll need to get familiar with Facebook Audience Insights. The tool offers a treasure trove of demographic information and other data which will help you tailor your content for your most effective social campaigns yet.
Here are 3 simple ways to use Audience Insights to optimise your property’s Facebook posts.
1: Analyse Lifestyle Data and Create Guest Personas
Facebook uses the Lifestyle Data it collects from its users to create mini-personas based on demographic information, purchase behaviour, brand loyalty and other interests. Although perhaps rather broad, the personas provide a valuable starting point when it comes to working out the wider picture of who your Facebook audience is.
For example, Facebook might define one of your audience personas or segments as “middle age, upper-middle class families with school-age children who own their own properties and enjoy outdoor activities”.
Using even just this small amount of information, you can begin to picture the lives of your audience. More importantly, you can use this picture to get inside your audience’s heads and create posts that will resonate with their needs and motivate them to action.
Imagine you’re running a promotion. You already know from your mini guest personas that a large segment of your audience are parents of school age children, and that therefore, their lives are likely to revolve around term dates, exams, and keeping the kids active and entertained during the school holidays. Can you plan the timeframe of your promotion to coincide with the start of the Christmas break and frame it as a “Schools Out” celebration? As a follow up, perhaps you could create a series of posts highlighting all the fun outdoors based activities available in your city.
2. Identify Interests, Beliefs and Affiliations
As well as delving into your demographic data, you can learn a surprising amount about your Facebook audience by looking at the other pages they like.
In the Page Likes section of Audience Insights you’ll see the pages which your audience have liked the most from a variety of categories, including Shopping/Retail, Sports, Non-Profit Organisations and many more. By gaining an insight into where your guests shop, the charities and causes they support, their favourite apps and even their political beliefs, you can put together a more comprehensive persona and get even more targeted with your content.
Do people who like your property’s page also tend to support animal charities? If so, perhaps you could plan a post or two drawing attention to a local animal charity. Do lots of them like Surfing Australia’s Facebook page? Then why not include plenty of posts focusing on the best local surf spots and events?
3: Discover How Your Audience Engages with Content
In the Activity section, you can see how your audience tends to use and interact with content on Facebook. You can use the data available here to discover how much your audience tends to like posts, leave comments, click on ads and share content on Facebook. Most interestingly, you can compare this behaviour data to the behaviour of the general Facebook population to gauge the extent to which your audience is highly engaged with your content.
Are they more or less likely to leave comments and share opinions than the wider Facebook membership? Using Audience Insights to answer questions like this is a smart first step before launching a user-generated content campaign encouraging fans to share their holiday snaps, for example.
Does your resort use the information available in Facebook Audience Insights to plan your campaigns and drive engagement? Let us know in the comments below!