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Less is more. Social media is essentially about sharing content in the form of words, images and videos. This can be accomplished via as few as three platforms: Facebook, Twitter and YouTube. These platforms allow you access to both a mass market and niche markets. You can participate elsewhere if you have the resources, but better to do a great job on a few platforms than a mediocre job on multiple platforms. Social mediaâ€™s potential is significant but limited and should be allocated resources accordingly. The best programs are fully integrated with marketing and operational activities.
Listen first. Donâ€™t be that guy who barges into a conversation, says something out of context, and gets tuned out. Monitor first. Learn about what people are saying about your property, your destination and the travel industry. Then message. You can facilitate monitoring by subscribing to a listening tool that scans the web for mentions of your hotel and delivers a daily summary to your desktop. Be disciplined: get in, monitor, message, and get out. Otherwise youâ€™ll lift your head and itâ€™ll suddenly be four hours later.
Make reviews a priority. If you do nothing else, monitor reviews of your hotel, share feedback with staff, and respond to complaints. TripAdvisor is the largest review site, but reviews are popping up everywhere, and Twitter is increasingly being used to air grievances. PhoCusWright reports that almost three times as many reviews were posted on online travel agencies than on traveler review sites last year. Moreover, OTA shoppers who visit review pages are twice as likely to convert. Yes, some reviews are false or exaggerated, but all the more reason to respond.
Leave out the boring parts. We all know someone who can tell a story about her old vacuum cleaner and have us in tears, and another person who can tell us about seeing his mother eaten alive by alligators and have us glancing at the time. Traveler reviews are compelling because they tell stories populated with facts, trivia, tips and humor. Use these elements in your messaging. Be spare with words and generous with imagery, and use hooks that make readers want to click for more. And remember, the subtext to every good story is your hotelâ€™s branding, mission statement and values.
Easy on the smileys and exclamation marks. Your tone should fit your hotelâ€™s branding. Be less formal than when dealing with guests in person, but not overly familiar, and always be professional. Show enthusiasm, but donâ€™t be cutesy or overly promotional. And by that I mean annoyingâ€”it will cost you friends and followers. If people other than you think youâ€™re funny, then by all means use humor, but never when dealing with complaints, and avoid sarcasm. Each platform has a different audience and communication style, so adapt your tone and messaging to the medium.
Think of social media as a cocktail party. While mingling, we tend to tune out the chatty Cathys, the braggarts and the Debbie Downers, and we donâ€™t even notice the quiet shy guy in the corner. Weâ€™re drawn to passionate people who think before they speak and say things relevant to us. How often should you issue updates? As often as you have something interesting and relevant to share with your primary audience of guests and prospective guests, and not a peep or tweet more. That disqualifies photos from drunken staff parties and birth announcements from housekeeping. Unless someone had octuplets.
Should you start a blog? Probably not. The web is a wasteland of abandoned Facebook pages, blogs and Twitter profiles. Blogs in particular are hard to maintain and time-consuming, often devolving into thinly disguised publicity vehicles or random posts from semi-literates. An abandoned social media platform is like a frayed carpet in your hotel lobby: it speaks of apathy and neglect and is off-putting when stumbled upon. A well-executed blog can give personality to your hotel and drive traffic to your website, but unless you have the skills in-house and are in for the long haul, channel your resources elsewhere.
Turn guests into advocates. Out of ideas and content? No problem. The most compelling social media content comes not from hotels but from guests. Encourage them to use your platforms and their own to share stories, news, reviews, photos, videos and tips. You may be surprised by their enthusiasm. Itâ€™s okay if guest content is a bit amateurishâ€”in fact, itâ€™s more authentic. Be sure to acknowledge their efforts.
How To Use Twitter
via How To Use Twitter.
7 Reasons Every Business Needs to be on Twitter
To Interact with Customers
To Interact with Prospects
To Influence the Influencers
To Gain Market Intelligence
To Become a Resource
To Give the Business a Personality
To Be Part of the Conversation
Read entire at: Social Media Today | 7 Reasons Every Business Needs to be on Twitter.
Google Creating Twitter Clone for Gmail
Written by Jolie O’Dell / February 8, 2010 11:49 AM / 21 Comments
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As soon as this week, Google might be rolling out a “Twitter-killer” feature for Gmail users, according to a report from the Wall Street Journal.
Gmail users can currently broadcast status messages via the Google Talk feature. The main difference between the current offering and the new feature is that status messages aren’t available in a timeline format. With the new “Twitter clone,” they will be.
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