Importance of social media audit for hotels
The most critical aspect of the online marketing of your hotel is the social media platforms. Social media is important to check the performance of these platforms.
Giving you the ability to advertise deals, exchange news. And communicate with customers in real-time without creating unnecessary marketing expenditure.
However many marketers would be guilty of setting up their social media pages for hotels.
And then to reflect on ongoing policies and group leadership.
A social media audit is a chance to take a step back and review your hotel’s social media marketing and its performance. It should be done at least once per year.
It will help you refresh your imagination and innovate in ways that ownership groups
And executive teams would love to take a break from your everyday life to take stock of what is working, what is not, and what is lacking.
An audit of your social media accounts helps you understand what’s happening on each network. You’ll be able to spot at a glance:
what’s working and what’s not
whether impostor accounts are stealing your fans
which outdated profiles you need to revive, repurpose, or shut down
new opportunities to grow and engage your audience.
In this article, we explain everything you need to know to conduct an effective audit of your social media channels.
What is an audit of social media?
A social media audit reviews the social networks closely. In order to ensure that your brand is properly portrayed by each of these profiles.
A thorough audit of social media also helps you to detect any obsolete material, woeful content.
And verify the use of new tools and functions (for example, the option to tag products on Facebook).
Social media management can feel a little like Groundhog Day.
Log into your multiple social accounts and endless guest inquiries. And revolving templates and lingering ROI questions related to your efforts are likely to flood you.
So how can you break out of the rut of social media while verifying which of your efforts contributes to the highest ROI possible?
Although there’s no magic bullet, by self-auditing your social media accounts, you can find the next best thing for your brand.
This checklist will tell you what you need to do to make sure you conduct an audit that will successfully reinvigorate your social strategy – and your creativity.
Review User-Generated Content
Process: Check your hotel’s Instagram geo-tags, brand hashtags, and Facebook check-ins for photos and videos shared by your guests.
Analyze: What are people taking photos of? What imagery gets the most engagement? How are people reacting to your guest’s photos? Do certain posts get more saves or shares?
Action Item: Use that information to inform your social strategy and showcase what guests love about your hotel. Repurpose user-generated content (UGC) in various formats (carousels, stories, slideshows, etc.) to see what resonates the most with your audience. Consider a social proof campaign that features UGC and guest testimonials that will show prospects how much past guests enjoyed their stay — and hopefully convince them to book.
Develop an FAQ
Process: Review the questions that past and potential guests have left about your property on social media and review sites.
Analyze: What questions are people asking about your property? What information are they missing on your website when booking, and then complaining about afterward? What types of content can you publish to answer those questions?
Action Item: Create an FAQ page that lives on your hotel’s website and answers the most common questions about your property. This information is crucial to set the expectations of guests. For an example of an FAQ prompted by social media questions, see this page.
Look for Patterns Among Top-Performing Posts
Process: Pull up the most liked or engaged with posts for each platform over the last 90 days and look for commonalities in the type and quality of the posts.
Analyze: What type of theme performs the best? Do videos or photos get more engagement? How long is the copy on each post? Are the colors similar? Do people respond to the same kinds of posts on your Facebook page as they do on your Instagram account?
Action Item: Consider how you can apply these insights to your other digital marketing efforts, especially your DRM and Google Display Network ads.
Conduct a Competitor Analysis
Process: Choose 3-5 of your main competitors and pull up all of their social media profiles and write down what you see, with the goal of analyzing how your social efforts compare and identify areas of opportunity.
Analyze: Are they active on platforms that you’re not on? What kind of imagery/videos do they post?
Hence What kind of captions do they write? How often do they post? Are they partnering with influencers?
Action Item: Make a plan to fill any gaps in your content types or posting schedule to make sure your efforts are on par with — or surpassing that of — your comp set.
Update All Social Profile Details
Process: Track down all our social media accounts and make sure all the profile information is up to date.
Analyze: Are all profile pictures updated with your latest logo? Do all links in bio work?
Therefore are the pinned Facebook posts or Tweets still relevant?
Have Instagram story highlights been updated recently? Are there any unanswered Facebook reviews?
Action Item: Update and correct any outdated information and accounts. For example,
If your hotel has a Pinterest account that hasn’t been updated for years. Then you’ll want to make a plan to maintain it or consider deleting it until you can dedicate time to manage that channel.
Conclusion
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