Today Social Context influence how we view and respond the content.
Facebook recently made some changes to their algorithm. And as the norm is when Facebook make some changes it stirs up the Social communities.
Influencers, advocates, fans, and friends added their thoughts and insight into these changes.
For a minute content was back like a king again, and everyone forgets putting this in context.
Why Social Context is the new King of Hotels
Context Marketing: Context marketing is delivering the right content, to the right people, at the right time, in the right channel. More specifically, it is presenting your content in a place and time so that your target audience finds it useful and noteworthy.
Facebook indicates that the reasoning behind their latest change is to better identify and value meaningful social interaction between people.
As a result of this Facebook will prioritize posts that spark conversations and predict which post that people might want to interact with their friends about. These types of posts will become more prominent in the feed.
The goal for Facebook is to inspire back-and-forth discussion in the comments and posts that people might want to share and react to – whether it’s a post from a friend seeking advice, a friend asking for a recommendation for a trip or Hotel.
Clearly, this is a shift that empathizes the value of Social Context.
What does this mean for Hotels?
Social context is a paradigm shift for all of us. . We will become teachers, mentors, and students.
This shift indicates that Social Communities is what Hotels need to understand and be part of.
Facebook Groups will be the Social Communities where Hotels need to be involved and take part in the ongoing discussion.
And start using Live Videos for a presentation of valuable Hotel information. Live videos on average get six times as many interactions as regular videos.
Part of the teacher role for Hotels is to educate their audience in ways where they start prioritizing their content.
One of the interesting aspects of the recent changes is related to videos. Videos have become extremely popular, and it is ignited a change in how people communicate with each other. What Facebook found here was that there was little engagement with videos and it was primarily a passive experience.
The indications we see as a result of this is that videos will be moved to Facebook Watch.
This means Hotels will have to start producing their videos more as an ongoing show that informs their audience.
And the most important shift Facebook made was to finally take on “engagement bait”.
According to Facebook, there are five types of engagement baits;
1. Vote baiting – asking users to interact in a particular way to vote on an issue.
2. React baiting – asks users to react in a certain way for a reward.
3. Share baiting – ask users to share a particular past for a chance to receive a reward.
4. Tag baiting – tell users they should tag their friends in a particular picture.
5. Comment baiting – ask users to leave a comment.
What Facebook wants to achieve is that users and their communities start to use more common sense, provide more valuable content that resonates with the audience.
Facebook list three primary keywords for users to focus on in their feed:
- Relevant
- Meaningful
- Authentic
How to make a new paradigm shift with Facebook
The areas where Hotels need to focus on to add new values to their Social Communities on Facebook are;
- Facebook Live
- Video series
- Facebook Group
- Facebook Messenger
- Facebook Ads
Hotel needs to focus on data integrity, and start collecting, manage and store information. Often, we see Hotels which focus on traditional Hotel Marketing, and they have no real strategy to integrate this with Social Media.
This will make it very difficult to analyze both sets of the data in a consistent matter. And it will end out in the data working against each other.
Small changes over a period can create a significant impact on your Hotels Social Media performance.
Brands that have success with Social Media today follow a proven framework that assists them with shifting to a new mindset.
Social Media Mastery follows a proven framework that model new customer patterns.
If your Hotel implements small sustainable changes Social Media Mastery will be achieved.
With the Hospitality Gone Social Mastery Framework, I have designed training and mentoring modules that help Hotels monetize Social Media in a new unique way.
All new changes that Facebook recently have implemented I believe will add new exciting value for Hotels. These changes will help eliminate clutter and engagement bait information.
And the “new” areas of focus will allow Hotels to provide stories that emphasize the customer experience, increase customer performance and enhanced customer service.
In my Hospitality Gone Social Mastery training and mentoring program, I focus on the three key pillars for Social Media Success:
- Foundation
- Funnel
- Amplification
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About the author
Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast
