Key Elements of a Hotel Social Media Strategy

When defining a social media strategy for our hotel, it is essential to be clear about a series of elements that must form part of it. We must recognise the need to establish a management plan that enables us to maximise our resources and capabilities in order to achieve the best possible results from our actions. We should therefore begin by analysing:

• Our product, as a fundamental element, is the very reason our company exists. What we offer, how we offer it, why we offer it, when we offer it…
• The segments our products are aimed at. Who they are, how many there are, what they are like…
• The channels through which we communicate, sell and distribute our products. What they are, how we manage them, what their costs are…
• The right messages according to the product, the segments or the channels through which they are distributed. How we define them, when we publish them, where they are distributed…
• The resources available to us to implement the strategy. Who they are, what knowledge they have, what time capacity they have…

All these elements must be related and connected to one another in order to develop a truly integrated strategy. In this way, the type of product defines the segments, channels and messages; the segments define the messages, and so on, until we create a model in which the elements form an interdependent system that is deeply valuable both for the company and for the segments we target. What we achieve in this way is a solid presence model that strengthens both the message and the channels, based on appropriate segmentation and communicating the full potential of the product