Using Twitter to Market your Hotel, Guest House or B&B: Part 2
Earlier this month, we shared some guidelines on getting started with Twitter as a marketing tool for your tourism or hospitality business.
Today we dig deeper, looking at how to gain followers, post effective content and manage your Twitter reputation.
1. Follow and get followed by the right people
Twitter is not only a powerful tool for connecting with potential guests, but also to industry piers, PR channels and partners. A big mistake many businesses make when starting out on Twitter, is to see it as a platform for sending one-way marketing messages to their target market. (This is probably also the biggest reason why many businesses give up on twitter marketing after a month.). You’ve probably been told that ‘Twitter is about conversations’, and with good reason. As with any type of conversation, Twitter engagement works best when you are part of a community of like-minded folk who share common interests.
Useful accounts to follow:
- Your local tourism office
- Travel Bloggers
- Complimentary tourism products in your destination or region
- Travel publications or blogs
- Local events
- Potential guests (people who tweet about your destination or topics and interests relating to your product).
2. Post visual content
It’s important to grasp that your tweets will form part of a never-ending feed of links, opinions and recommendations in your followers’ timelines. Therefor, you need to make them count. A proven way of receiving more engagements and reactions on Twitter, is through including images and videos in your tweets.
If you tweet about your establishment’s features or unique selling points, back it up with a good photograph or video.
Twitter has a built-in image sharing feature which means that every time you share a photograph, a link is automatically created. Your followers can click on the link to view the image in their Twitter feed, without having to leave the page or app. Alternatively, you could upload pictures on your hotel’s website and share a link on Twitter (if you are going to send people to your website from Twitter, make sure that you make it worth their while).
Tip: Two tools that recently revolutionized the process of creating online video are Vine and Instagram Video.
Below is an example of how the Sanctuary Hotel in New York used Instagram video to express the atmosphere at a Gatsby-themed event.
3. Manage your Twitter reputation
Managing your reputation on Twitter is like training for a marathon, it takes patience and hard work to see positive results, but dare to slack off and you could lose your progress. Here’s how to ensure your accommodation business is on the right side of the fence.
- Avoid subjects such as politics, religion, or anything of a sexual nature..
- Do not post negative content about your competition.
- Never use profanity or hate speech on Twitter.
- Do not be selfish or ungrateful: If someone else tweets something worth sharing, retweet them. When you find great content on Twitter, credit the source. No one likes a selfish person or brand.
- Being inactive/overactive: Too many tweets? You’re upsetting followers. Very few tweets? You’re invisible.
- Ease up on the hashtags: Keep your #hashtags #minimum and #relevant. Overusing #hashtags could make your #account seem ‘#spammy’. People want to know that they are talking to human beings.
- Stay away from sending automatic DM’s to new followers. This could come across as desperate.
- Negative tweets from employees could harm your business. Keep in mind anyone who represents your business on Twitter reflects your brand and business values.
The Quatermain’s Camp team use Twitter to boost their online reputation by regularly sharing positive TripAdvisor reviews with their followers:
We’re delighted with our latest review – http://t.co/evJTmE9q
— Quatermain’s Camp (@quatermainscamp) December 4, 2012
Related: Using Twitter to market your hotel, guest house or B&B:Part 1