Content calendar creation can take a huge chunk of your slated digital marketing resources. Use these seven tips to make sure the time you spend on your hotel social media content calendar is well worth it
Focus on your goals.
Your No. 1 priority when mapping out content calendars should be how each piece of content contributes to your hotel’s overall success. A beautiful, high-quality photo with a thousand likes is worthless if it doesn’t help you get closer to your goal.
Ask yourself: What do I want my social channels to achieve for me? Is it to reach new markets? Build excitement with guests before they arrive? Continue the relationship with guests once they’ve departed the property? Promote your pet-friendly amenities or F&B offerings?
Make sure your content reflects these goals. Don’t create content just to create content.
Keep your newsfeed content evergreen.
Every major social media platform’s newsfeed functions on an algorithm. This means that content may not be seen at the time it’s posted. Instead of focusing on posting content to your feed for timely viewing, you should focus on posting timeless content, valuable to the user whether he or she sees it today or 20 days from now. Examples include recurring events on property, staff features, view photos and F&B shots.
If you do want to post content that promotes an event, make sure you plan out the post in advance. If you post about a Happy Hour at your restaurant on a Tuesday, a user may not see that post until Thursday—so instead of posting it immediately before the event, make sure your promotion is posted several days before the event.
Stop fussing over the exact day and time you post a piece of content.
The reality is that not all users will see your post at the exact time you post it. A sunrise shot posted at 7 a.m. on a Monday might be seen at 9 p.m. on Tuesday. A cheers-to-the-weekend post published on a Friday may be seen at 6 p.m. on a Sunday.
Here’s a test: Open up your Facebook or Instagram account and scroll through 20 posts. How many of them were posted in the last 2 hours?
Where you might want to pay attention to time and day is figuring out when your audience is online. If most of your audience is active on weekday evenings, then you should post around that general time frame regardless of what the topic of your post is.
Save real-time content for Stories or Live Video.
At this point, you know the drill: Content will not always be seen at the time it’s posted. It should be a natural conclusion then that real-time content does not belong on the news feed.
Stories, Instagram Live and Facebook Live, however, were made for real-time viewing.
With Story content expiring within 24 hours (unless added to Highlights for permanent access), it’s intended to be viewed in real-time. So that Happy Hour post we discussed earlier? That would be a perfect item to share at 5 p.m on an Instagram Story. Bonus Tip: Make sure your Facebook and Instagram profiles are synced. That way you can cross-post on both Story platforms. In fact, most businesses aren’t leveraging Facebook Stories, so it’s a perfect place to be above the noise.
The same goes for Live video. It’s intended to be consumed in real time and will take precedence on the newsfeed over your wall content.
Instead of posting the same content multiple times, back a single post with an ad budget.
“If I post something twice, I’ll reach twice as many people…right?” Wrong.
Let’s repeat that earlier statement one more time: Every major social media platform’s newsfeed functions on an algorithm. The number of people your content reaches is determined by a formula that is not multiplied by frequency.
In fact, posting the same promotion for that event or booking special more than once may actually be a detriment to your reach. Why?
If your first post didn’t reach many people or didn’t get much engagement and you post it once more with the same results, the platforms will flag that pattern and determine that your content is unengaging. Then it’s less likely to keep serving your content to users organically.
The solution here is to post your content once and support it with advertising to ensure it’s being served to the right people for the length of time you determine.
Provide value with your content before you push sales.
Before you go for the big ask—the booking push, the F&B sales pitch, the invitation to a ticketed event—make sure you’ve developed a relationship with your audience through engaging content.
Remember: Any hotel in the world can have a social media presence, so you’re competing for attention with thousands of other hotels that have your same target audience. If you give them a reason to tune into you instead of your competitors, they’re more likely to bite the bullet when you have a special promo or offer.
Don’t judge your content calendar success by the number of posts you publish.
Just like posting something twice doesn’t mean it will be seen more, posting more content, more frequently doesn’t mean you’ll get more engagements. In fact, we’ve seen hotels with the highest number of posts in a competitive set get fewer total engagements than hotels with the lowest number of posts in that same comp set.
Bottom line: The number of published posts is not a good key performance indicator.
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