by Emilie Alba, Oneglobe DDIH
The 5 styles hoteliers should consider to improve their online social approach
Broadcaster : Hoteliers have to share a diversified type of information able to entertain each of their customer segment on a daily or weekly basis. Visual content linked to the hotel, tourism or any type of leisure activities is usually very engaging.
Here is an example: http://goo.gl/zoyJN (Ace Hotel)
Tastemaker : Becoming a Tastemaker is more about expressing the hotel's personality through representative design and content that match the customers' style. The turn of phrase, humor and puns will make a difference.
Here is an example: http://www.facebook.com/Thefivehotel
Feeder : It is all about providing customers with daily news, offers, photos, etc... in short, content about the hotel and what is going on around. The aim is to make potential customers want to stay at the hotel, and make acquired customers want to come back and influence their family and friends to book as well.
Here is an example: http://www.facebook.com/LeGeneral.hotel
Conversationalist: It is more about the way the hotel engages with its followers. It should match both the hotel's personality and the customers' style. The hotel should be able to post simple pieces of information (tips, ideas, local business services, hotel description, etc. ) that convey a positive atmosphere within and around the hotel.
Here is an example: https://twitter.com/Pulitzer_Paris
Socializer: Hoteliers have to be regularly active on the main social media websites by publishing posts that generate customers engagement. It also consists in managing the flow of activity by answering all type of questions and comments. A good socializer can maintain an excellent e-reputation for the hotel.
Here is an example: https://twitter.com/JDVHotels
Hoteliers should create an editorial calendar and publish diversified content covering a bit of the 5 social styles introduced above. It is also important for hoteliers to regularly spend time on hotel blogs and social networks (Facebook, Twitter, G+, Pinterest, Fancy, etc.) in order to find their own style and inspiration.
Klout is a good tool to give hoteliers an idea of their online influence and improvement in their social activities. Although the Klout score is not a relevant reference, the online evolution mentioned is a motivational element that will help hoteliers keep up the good work.