An unapologetic look at Hospitality

Entries tagged as ‘social’

Jack, you don’t know Twitter! (Why having one account for multiple hotels sucks)

June 24, 2011 · Leave a Comment

More and more I notice that hotels operators are trying to consolidate their social media effort by establishing a single account on social networks. It seems easier, if you have limited staff (or your resources are otherwise stretched) to house all your activity under one stream. Now your social media person/marketing wizard only has to manage a single account for all your hotels, motels, hostels, resorts… you name it! Seeing how these are all similar products you can use the one single account to promote multiple destinations and your social contacts now only have to friend/like/follow you once. What’s not to love?

It sure beats having to manage several Facebook, Twitter and what have you accounts, but the benefits are quickly outstripped by the drawbacks once you sit down to think about it. Let’s start with why people follow you to begin with. (more…)

Categories: Hospitality · Search · Social
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RevPAR or RevPAT (Revenue Per Available Tweet)?

April 19, 2011 · Leave a Comment

Ok, I’ll admit the title is nothing if not totally misleading. But now that I have your attention, I want to talk about Twitter. You see, from a traditional marketing perspective Twitter may not at all be the “wunderkind” that some people have you believe.

Matter of fact, it may very well be the biggest waste of time in your marketing efforts. Research shows that only 29% of all tweets get a response in either a retweet (RT) or a reply. What’s more, of this 29 percent most all activity occurs in the first hour. In other words, if your tweet is more than an hour old, it might as well not exist.

You could say that not every tweet you write requires a reply or a RT, but it stands to reason that the lack of replies after that first hour is a direct result of how people use Twitter. They just don’t scroll back that far! Translation, you need a 1000 followers to reach 250 of them. All of a sudden your 100 followers don’t seem quite so impressive, do they?

Twitter is a broadcast medium, more so than any other social network. But it is a social network, and not the classifieds page. To keep people’s attention you need to offer something that is worth reading. Of course Twitter isn’t a complete waste of time (like I said above) but you have to be really careful not to be a waste of time. So if every 2nd or 3rd tweet you write goes something like “When you are in Savannah, why not stay with us?” (provided of course your hotel is in Savannah) you are not going to get much out of Twitter.

I once heard a hotelier say that tweeps (twitter users) follow hotels because they want to be kept up-to-date on good hotel deals. Really? The only way that Twitter will work for you is if you can clearly define the marketing goal that you expect from Twitter. Do you know what your Twitter=ROI is?

Categories: Hospitality · Social
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One loudmouth does not a mob make…

January 28, 2011 · Leave a Comment

DISCLAIMER: This article does not represent the views of the company I work for nor any of its employees. They are mine and mine alone. In other words, it’s an opinion piece. Take it or leave it!

This article first appeared on jeroenschouten.com

With that out of the way… Some of you may be aware that I work in the hospitality industry. The company I work for specializes in competitive analysis. In short, that means we spy on hotels on behalf of competing hotels (that’s the best explanation I can muster in half a paragraph). I am also a social media junkie, have given presentations related to social media at several conferences and pretty much live on Facebook and Twitter.

I am compiling stats on social media and hospitality for a presentation I am working on. Looking at some of these, I was reminded of the complaints being voiced by a large contingency of hoteliers on LinkedIn.

While I understand that if it’s your job to make people feel welcome as best you can, you get peeved when one of them starts badmouthing you all over the Internet, it’s really not that bad! At least, that is what the data I am looking at suggests (and may I just add here that it seriously speeds up the research, that a new product we — my company — are working on deals with social media). (more…)

Categories: Hospitality · Social
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