One of the most common questions or challenge we experience today from small Hotels and businesses is ‘How do we measure Social Media ROI?’.
The ultimate goal for Social Media ROI
Making meaningful connections with customers in their moments of interest and need.
Hotels and small businesses win micro-moments by being there, being useful, and being quick. Make sure your Social Media strategy is up for the challenge by reframing how you measure and breaking down silos.
Measuring Techniques
Hotels and small businesses that have success with Social Media take the time to measure the customer experience. Four techniques allow them to do so;
- Listen – The most successful brands have total insight into all the ways its customers find and interact with them across all reference points. This includes mobile, smart devices, laptop, desktop, video, live, chat, Social Networks, forums, events, offline engagement – their data covers a multitude of devices and channels.
- Integrate – Brands will during the listening phase collect a large amount of data. The key here is to integrate technologies that let you go through all this information quickly. And then sort out useful information and insight in real-time.
- Share – Smart brands have strategies in place to share the data with a team member which allow everyone to learn and collaborate. This will help everyone understand the key performance indicators.
- Amplify – In the end it is all about turning all valuable micro-moments into engaging customer experiences. This doesn’t happen by accident it requires a Social Media strategy that is built upon a solid foundation.
The bad news with Social Media ROI
Sorry, there are no quick fix Social Media solutions that will automatically bring your Hotel or small business into a new fresh revenue stream. And secondly, there is no one-size-fits-all Social Media strategy.
Today we have reached a tipping point where brands that are serious about reaching their Social Media goals must make investments in people, technology, and ongoing training programs.
The good news with Social Media ROI
There is an abundance of brands that use Social Media with great success. The real secrets lay in that they have taken on the challenges mentioned in the “bad news”. And from there built a foundation that meets their Hotels or small business objectives and speaks to their target market.
And it all starts with focusing the foundation on awareness. This is where investment in people comes into play. Hotels and small businesses must start to implement a Social Media task team.
These are the people that will build your Social Media communities and tribes.
Social Media Strategy
Start your Social Media Strategy with some of the basics;
- Define your audience
- Monthly goals
- Monthly tasks
- Weekly tasks
- Daily tasks
- What to post
- When should you post?
- How often should you post?
- Where to post?
“Who are you trying to reach?”
“What are you trying to achieve?”
“What do you need to promote?”
Implement a content calendar.
Schedule your content.
Respond to comments, reviews, retweets,
Remove spam.
Engage with your Community / Tribe.
Videos, articles, curated content, training, campaigns, service or products, images, sneak peek, behind the scenes, testimonials, stories, live video, hotel opening/renovations etc.
Identify the best time to post your content.
Start out with between 1-10 times a day
Learn where your audience hangs out.
Often Hotels and small businesses are more concerned about Key Performance indicators like followers, connections, likes, shares, comments, retweets and website visit related to Social Media content.
These are all extremely important and valuable Key Performance Indicators but Hotels and small business must realize that how to compete on the customer experience. Social Media has empowered customers and they have access to very detailed information about your Hotel or small business like we never experience before.
Too often we see there is a gap between where the Hotel or small business is and Key Performance indicators. The Social Media Strategy will help close this gap and then data from Key Performance indicators will start to make sense.
Many successful brands have focused up until a year to build their community and tribes. As the communities and tribes grew it become easier to identify patterns and brand advocates. The key is that customers today will seek answers to their question within their trusted communities or tribes. A supportive community will provide them with answers that support the overall value for your brand. When you finally understand the real value of these types of relationships that is when your communities and tribes will start reward you.
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Our Social Media Management team has refined these processes to help Hotels. Contact us today to learn more.
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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
