How hotels can set up a ‘5 Star’ presence on Facebook
There’s no doubt in my mind that the hospitality industry, particularly the hotels, are one of the industry groups that benefit the most from social media platforms like Facebook. That’s because FB allows for them to set up support mechanisms while also giving them an opportunity to establish marketing and sales (direct and indirect) channels.
Hotels and other hospitality entities should use this fact to their advantage and bolster their Facebook presence to promote their assets accordingly. I say this because more often than not, I see the hotels in Dubai having a very generic presence on such a powerful platform. By generic I mean an approach that focuses on general updates, major events and targeted hotel competitions that run for a limited period. Don’t get me wrong, I’m not saying that this is a bad way to handle your FB presence. There are hotel pages out there that I think have achieved a lot due to the fact that they always have something going on. This increases interaction on their pages which gets them high interaction stats and a fair share of following.
But what I am saying is this – Given what is possible to do with Facebook, I haven’t seen the hotel industry going that extra step in promoting their assets; especially in such a way that is regular and consistent rather than being seasonal like all the events and competitions.
One great way to promote your assets
Give each main asset its own tab and then try to provide a service through that tab that is an everyday activity for leisure-goers. Imagine for example, that you have a dedicated tab for each of your main restaurants. Think of the things you could do through that tab:
– List special nights and deals, that always stay visible rather than disappearing underneath wall posts
– Show menu items
– Allow for a table booking request
– Show the picture gallery of the restaurant
– Show videos and testimonials of guests and diners
– Have comments enabled to answer questions and allow for feedback
You could do the same for your other attractions like aquariums, water parks, amusement parks etc. Consumers love this kind of information. But they don’t like going to 5 different sites to get the full perspective and this fact affects how they make plans to interact with your assets. So why not centralize that info and centralize it at such a place where most of your consumers are, at least 5 to 6 times a day.
The beauty of this approach is that while you are now directly supporting your assets’ business by providing booking mechanism and information sharing, you are also generating a lot of buzz and interaction on your pages. This is what gets you the fans for whom features like these, are a way of interacting with your page regularly rather than seasonally.