Social Media Channels: Benefits and Emerging Trends

With globalization setting in the world has emerged as a global village and what has revolutionized it further are Social Networking Sites. One can easily claim that social media is soon emerging as the backbone of Internet Marketing. Not only has the significance of social media increased with every passing day but it is also under constant evolution. Social Media is the next generation of Internet marketing following the suite of SEO Marketing that drastically changed the face of Internet Marketing in the beginning of this millennium.

Social Media is not only one of the key communication tools between a client and a hotelier but also plays a significant role when it comes to having a positive impact on the realm of organic ranking for your hotel. It is now a myth from the yesteryears that social media was the Generation Y’s callas sources indicate that the fastest growing segment of Facebook belongs to the age group of 35-45 years. Social Media marketing provides a platform to hoteliers, patrons and prospective clients to interact on a one to one basis. Another key point of this one to one interaction is that it is fast and regular.

Social Media also is a medium to elevate your brand value and emerge as experts in the market. Use of blogs, twitter, cross linking on social media websites makes you experts about a destination with meaningful and adequate information being articulated. Though from a hoteliers perspective Social Media for hotels is largely ruled by feedback of guests and reviews, the grip of social media has widened including various other channels.

Certain trends that have tightened their grip over social media are as follows:

Concierge Service: Social media can act as your concierge. One can provide all information about the hotel even before the guest checks in. All queries can be resolved and a welcome can be extended while the guest is still in the city. Events in the hotel premises can be promoted and one can also avail the concierge as a channel of direct brand promotion.

Last Minute Event Promotion: One can use social media platforms extensively for last minute for promotion of events. Promotion of deals and events not only encompasses brand promotion but also can multiplying user engagement.
On Site Merchandising: With the extensive use of cell phones and the rising tide of media geo- location of cell phones can help to promote ongoing events in the hotel once the guest has checked in.
Addressing Grievances and Securing Loyalty Base: It is one of the fastest mediums to address client complaints and grievances. A response from the management's end pacifies the guest and securing the loyalty of otherwise dissatisfied clients.
Information and Experience Sharing Platform: It can also be used as a medium of sharing information among clients and guests. Apart from the usual review for the hotel and response from the hotel, it can be used as a medium by the guests to share their experiences that are unique not only to the hotel but also the destination.
Story Telling Platform: Social networking sites can be used by hotels to set a background to the destination and can be used to highlight the glory of the hotel. A traveler would cherish such an insight and value the additional information given. This can also add a personal touch. One can update responses through regular/ periodic posts or use interaction with clients as a medium to share valuable inputs and stories.
Contests: Hotels can use the use social mediums as an intermediate to run a contest. With such tactics, the brand can enhance its value and increase user engagement. At the same time they can promote their services through the medium of rewards.
Social Responsibility: All corporate social responsibility related activities should invariably be a part of social media posts and updates as it adds enhances the market value of the brand by building the reputation further.