In the fast-paced realm of social media, clinging to strategies from just a year ago can feel as outdated as using dial-up internet in the age of high-speed broadband. Truth be told, the once effective tactics of the past now seem as enticing as instant coffee when gourmet blends are the norm. So, let’s roll up our sleeves and explore why your hotel’s social media approach might need a serious update, and more crucially, how to modernize it for today’s digital landscape.


The Hall of Shame: Outdated Social Media Strategies

The “Post and Ghost” Technique

Remember when you could just post a picture of your lobby’s new sofa and then vanish into the ether, only to reappear with a special offer two weeks later? Well, those days are gone. Today, social media is less about broadcasting and more about engaging in a two-way conversation. You need to be responding to comments, engaging with followers’ content, or participating in real-time discussions.


The Generic Content Carousel

If your idea of content creation is rotating between photos of your rooms, the occasional plate of food, and a sunset once in a while, you’re stuck on the generic content carousel. This approach is about as flavorful as plain oatmeal. Your audience craves diversity, authenticity, and creativity. They want stories, behind-the-scenes glimpses, and content that makes them feel something.


Ignoring the Power of User-Generated Content (UGC)

Overlooking UGC is like ignoring a treasure chest in your backyard. Guests often share their experiences with your hotel in ways that are more authentic and engaging than anything you could create yourself. Not leveraging this content is a missed opportunity to showcase real, relatable experiences at your property.


The Renovation Plan: Updating Your Strategy

Embrace the Art of Storytelling

Forget about showcasing your amenities as if you’re ticking boxes on a checklist. Start telling stories that connect emotionally with your audience. Did a couple get engaged at your hotel? Share their story (with their permission, of course). Is there a legend behind that 100-year-old oak tree in the garden? Tell it. Use your platform to weave narratives that invite followers to be part of your world.


Get Real and Get Interactive

Ditch the polish for some authenticity. Show the human side of your hotel. How? Go live on Instagram or Facebook to give a real-time tour, conduct a Q&A session with the hotel chef, or share the challenges and successes behind organizing a large event. Use polls, quizzes, and questions in your posts and stories to encourage interaction. The goal is to foster a community, not just a following.


Leverage User-Generated Content

Start treating UGC like the gold it is. Share guests’ photos and stories (with permission), and create hashtags to encourage more of this content. Feature it prominently across your platforms. This not only validates the guest’s experience but also shows potential guests the real experiences others have enjoyed.


Innovate with Platforms and Formats

If your social media presence is limited to Facebook and Instagram, you’re missing out. Explore newer platforms where your target audience might be active, like TikTok or even niche forums related to travel and hospitality. Experiment with different content formats too – think 360-degree tours, short-form videos, or even podcasts about the hidden gems in your locale.


Measure, Tweak, Repeat

What’s working? What’s not? Use the analytics tools available on most social media platforms to track engagement, reach, and conversion. Be ready to adapt your strategy based on what the data tells you. Remember, the digital landscape shifts quickly – staying agile is key.


In Conclusion: The Path Forward

Revamping your hotel’s social media strategy isn’t just about jumping on the latest trends. It’s about understanding the core of what makes social media so powerful: connection. By moving away from outdated tactics and embracing more authentic, engaging, and innovative approaches, you’re not just updating your strategy; you’re redefining the relationship you have with your guests.

So, as you bid farewell to the days of “post and ghost” and welcome the era of storytelling and engagement, remember: the goal isn’t just to be seen. It’s to be remembered, shared, and chosen.