Social Media Strategy

How can your Hotel find the Social Network Sweet Spot without getting lost in the Content Jungle?
I came to a roadblock where had to sit down and look at my own Social Network Strategies. Of course, this happened after I had to turn down some Hotel Collaboration Project. I realized that most the Social Network Strategic principles I offered primarily were Implementation Strategies.

Social Network Strategy Implementation Models typically include:

  • Where to start
  • Goals/Objectives
  • Framework & Planning
  • Implementation
  • Measurement and optimization

As an Independent Hotel coach, my primary objective was to get the Hotel started with their Social Media Strategy. This was for me a functional objective that allowed me to have a fairly Dynamic approach. But there was one flaw to my strategy, it was serving my overall objectives but I was not meeting the primary needs for my Hotel leads. The outcome was that I ended up turning down some Hotel Collaboration Projects.

Even if my strategies primary focus was win-win value innovations. I was forced to sit down to re-evaluate my Social Network Strategy.

The Process

Social Media Strategy Process

The primary challenge for me was that I experienced that Hotels needs were beyond the Implementation Strategy. Their needs focused on Execution Strategies.

Social Network Strategy Execution Models typically include:

  • Online research
  • Defining objectives for your social networks
  • Creating a digital strategy
  • Where to start
  • Goals/Objectives
  • Framework & Planning
  • Implementation
  • Measurement and optimization

The Three E’s

The whole process is defined by three E’s: Engagement, Explanation and Expectations.

Engagement means involving individuals in the strategic decisions that affect them by asking for their input and allowing them to refute the merits of one another’s ideas and assumptions. Engagement communicates the respect for individuals and their ideas.

Explanation means that everyone involved and affected should understand why final strategic decisions are made as they are. An explanation of the thinking that underlies decisions makes people confident that their opinions are considered, and decisions are made in the overall interests of the Hotel.

Expectations comes into play when the strategy is set, and managers clearly state the new rules of the game. Although expectations may be demanding, employees should know up front what standards they will be judged by and any penalties.

I came to the realization that this process required a team effort. Since I am an Independent Contractor I needed to reach out and learn from some great teams that deliver exceptional value to Hotels.

I started out reaching out and ask some question in the Google+ Community that I manage: Hotel Social Media & Collaboration

And here I got in touch with Michael Byrne, VP of Sales at BCV.

Social Media Execution Strategy

I started to look at how BCV can add value to your Hotels Social Media Strategy.

And I identified some bold statements that attract many high end Hotels to utilize their services.

  • Circulate authentic, word-of-mouth buzz
  • Provide world-class customer service
  • Create memorable experiences for powerful influencers
  • Head off potential crises before they go viral

BCV focus on four key principles to build a successful Social Media presence for your Hotel.

BCV Social Media Strategy

These proven principles generate community interest, builds buzz around specific initiatives, strengthens customer loyalty, and most importantly, drives ROI. Considering 45% of all social activity takes place after 5 pm, social media is NOT a 9-5 business, and by working around the clock, BCV is able to capture and expand conversations with current guests and potential customers.

BCV Social Media Strategy

Here are some of the key takeaways I took away from the conversation with Michael:

  • PROVIDE 24/7 coverage of key networks, resolving issues before escalation
  • ENHANCE guest stays through data-mining and geo-targeting, increasing incremental purchases and repeat business
  • BUILD and distribute content across six social networks: Twitter, Facebook, Instagram, Foursquare, YouTube, and Google+ (other platforms available)
  • INCREASE impressions and engagements across social platforms
  • MANAGE around the clock engagement, including crisis identification and control
  • MONETIZE the fan base through strategic marketing efforts

My friends at BCV has an awesome team that is there for your Hotel.

Hotel Collaboration Partner Projects

I learned myself a lot about how a team can make a difference providing Hotels with a Social Media Execution Strategy. Many Hotels is today is requesting a sustainable Social Media Execution Strategy.

I am building a Hotel Collaboration Pool that allows Hotels to dip into service that can meet their requirements within their budget. If you are interested in learning more, either shoot me a note at Hotel Collaboration Projects or sign up below.

Hotel Collaboration Projects


BCV is the premier social media provider in the hospitality industry. They are the only provider with the capacity to monitor the social space and manage potential crises 24 hours a day, 7 days a week. By delivering comprehensive management and strategy services, they ensure brand integrity and influence across all channels.

Follow BCV on Twitter: @BCVEvolve

About the author

Are Morch is the founder and owner of Are Morch – Hotel Blogger. Get more from Are on Google+ | LinkedIn | Twitter

Learn more about my Hotel Collaboration Projects