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How To Develop a Social Advocacy Program for Your Hotel Brand

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Social Media Advocacy is not an overnight process, it takes time to set up, build and engage, but it is worth the effort as not only does it increase your reach and brand recognition, but it encourages stronger ties and growth with your employees, and makes social media work for your hotel.

You need community engagement to reach potential customers, but advocacy of your brand should start with you and your staff.

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How To Develop a Social Advocacy Program for Your Hotel Brand

  1. 1. Once you’ve decided to create an Advocacy Program for Social Media Marketing, it’s important that you understand what you need, and the best ways to implement it. How to Develop a Social Advocacy Program for Your Hotel Brand
  2. 2. 1. Decide on your goals. What is it that you want to achieve? Are you trying to raise your brand awareness? Recruit new skilled workers? Increase lead generation and sales? If you try to do everything at once, you will send out a mixed message and dilute the impact. You need to decide on what has priority, and aim to achieve your desired goals one at a time. 2. Choose What You Will Measure and How. Look at what you’ve chosen to achieve, and decide what data you will be collecting to measure your success or failure with the project. Once you’ve decided this, you must determine what software is best capable of recording it and set up the parameters accordingly. 
  3. 3. 3. Brainstorm and Establish Guidelines This is an opportunity to sit down with your employees and discuss your hotel with them – find out how they see it, and develop the ‘voice’ you want to use to generate additional outside interest in your content. Some of your staff may not be social media savvy, and this is your opportunity to provide them with training and encouragement. It is important that you provide firm guidelines for expected behaviour – if you want your employees to share your posts, then allowing them to do so in the working day is a good idea, but they must realise that this is not permission to waste time. They should be gently reminded that this is a formal exercise - not playtime.
  4. 4. 4. Decide on What Social Media Platforms You Intend to Use. There are a huge number of social media platforms to choose from, and it’s important that you concentrate your efforts where you are going to get the best results. This may mean that you have a stronger presence on some platforms than others, but it will entirely depend on your target demographic. If your potential audience aren’t using a particular social media platform, and it looks like there is no engagement from any of your competitors there either, then you need to decide if it’s worth expending your energy on it.
  5. 5. 5. Allow your Employees to Choose the Roles they are Best Suited For There are a number of different roles within a social advocacy program, and some of your staff may be better suited for particular ones. Some may not feel comfortable engaging in comments, but are happy to share or ‘like’, others may enjoy engaging in conversation and leading them to the posts or offering customer service advice. It is important to work with your employees to ensure that they are placed in the optimal position to garner the best responses.
  6. 6. 6. Monitor Your Team This is not a program that you can just start and let run – it needs to be monitored, not just for the analytics, but to ensure that your employees are sharing appropriate content, and that your brand is being enhanced by their contributions. Having regular meetings with your team will allow you to address any issues (which may help negate any discontent that employees may feel), praise those who are doing well, and encourage those who aren’t – it gives you the opportunity to evaluate your team, and swap roles, should it be required. It may be effective to offer your team an incentive – creating friendly competition can increase your employee’s drive and motivation, and in turn garner better results.
  7. 7. 7. Adapt It is unlikely that the program will work flawlessly first time – and even if it works well, monitoring the team and the results will allow you to make changes where necessary. Just because a plan and guidelines were put in place to start with, doesn’t mean that they have to be rigidly adhered to – having a flexible attitude and quick responses well allow you to engage with current trends and keep your hotel brand in the public consciousness.
  8. 8. Social Media Advocacy is not an overnight process, it takes time to set up, build and engage, but it is worth the effort as not only does it increase your reach and brand recognition, but it encourages stronger ties and growth with your employees, and makes social media work for your hotel.
  9. 9. Visit Virtual-Solutions.co.uk

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