Many hoteliers spread themselves too thin by creating multiple social media accounts all at once without clear business objectives and goals they want to achieve. They spend more resources creating and publishing the content without any mechanism on how to measure returns on their efforts.

Social media auditing involves reviewing your entire strategy and operations to check what works, what failing and what’s needed to be improved to meet desired business results.

  • Are you connecting with right community?
  • Are you getting traffic referrals to your website?
  • Are getting bookings from your social media campaigns?
  • How do you monitor and respond guest reviews?

Whether you have done it or its first time to audit your strategy, this article will help you plan successful audit accordingly, be on monthly, quarterly or semi-annually depending on the depth of interactions you have with your followers.

Here’s 6 step guide to run successful social media audit;

  1. Clarify your Business Objectives.

Clarity is the key in evaluating how social networks will help to increase your business performance. Create an excel spreadsheet with a first tab “Business Objectives” stating your monthly or quarterly objectives you want to accomplish on social media.

Monthly Objectives
To increase brand awareness by 45% within 3 month.
To get 250 monthly traffic referrals from social media.
To get 100 email subscribers each month for our travel tips, best deals and promotions.
To increase property revenue by 18% from social media within 3 month.
To monitor and manage brand reputation on social media

 

Priority varies for each business, stick with what is relevant at particular season with your target audience.

For example, you’ve seen your audience are engaging with content via emails, you might consider growing your list by collecting sign ups directly from your Facebook page. Email Marketing Software Providers such as GetResponse, Aweber and MailChimp allows you to integration with your Facebook Business Page. Once you’ve clarified your main business objectives, you can find out your best channels to stick with, that’s next step.

  1. Identify your Best Performing Channels.

Facebook, Twitter, Instagram are regarded as popular social networks worldwide, until recently Skift reported Pinterest, Snapchat, Vine and Tumblr where some hotel brands such as Marriot, Four Seasons and Ace Hotels are engaging with visual content. Regardless number of channels recommended for hospitality brands, you cannot open accounts to all of them and start pushing your content.

Find out what channels is best for your brand to connect with your community at your location with the budget you have. To find out which channel is worth investing, review your current channels total content reach, brand engagement rate, ratings and reviews, traffic referrals and revenue generated.

Create the second tab for “Channel Performance” to review performance of individual channels for a quarter

Channel Performance
Channel Month Total Reach Engagement Rate Guest reviews p/m Referral traffic p/m Revenue generated
Facebook 1st Month 74,356 13.3 9 63 $755
2nd Month
3rd Month
Twitter 1st Month
2nd Month
3rd Month
Instagram 1st Month
2nd Month
3rd Month
Pinterest 1st Month
2nd Month
3rd Month
Snapchat 1st Month
2nd Month
3rd Month

 

  • Total reach – total number of people who saw your posts, whether your followers or not your followers.
  • Engagement rate is calculated by total engagements (likes, comments, shares, retweets, etc.) divide by total reach of your posts within a particular timeframe times a hundred.

For example; for the first month, total engagement was 9891 while reach was 74,356 for 22 posts we pushed on Facebook.

Therefore (9891/74,356) x 100 = 13.3

  • Guest reviews – how frequently your guest submit on your timeline, comments and messages.
  • Referral traffic – How many visitors referred to your website? Which pages they view and what’s the bounce rate. This data is available in your Google Analytics.
  • Revenue – How much have you generated from special promotion you had on the channels. We assume you have integrated booking engine, and created campaigns on all channels to influence travel shoppers book direct.

Do you see increase in numbers? Have you seen the opportunity for the brand to connect with your target audience on the other channels?

Do you feel like removing some accounts?

Whatever you think of, continuous feedback from social account audit on regular basis will help you make informed decisions. Do at least three audits, then make a decision of deleting your business page or continue with your new business page you’ve signed up.

  1. Check Quality and Consistency

Take a closer look on how you’re leveraging social platforms to maintain quality and consistency for your brand. Try to check how you communicate with your target audience through content and response to comments and messages. Do you have the same voice, post frequency and response rate all the time? Is your visual content follow brand guidelines across all social channels?

Quality & Consistency
Channel Visual Consistency Profile Page Description Post Frequency Response Rate (From 1 Worst to 10 Excellent) Other Issues
Facebook Some posts lack brand colors Description is correct, but location address. 10 posts per week, more than recommended (4 to 7 posts per week). 4 – Slightly responding to messages, wall posts and comments Seek verification badge
Some images have lower pixels than agreed minimum pixels. High frequency might lead to post fatigue.
Using multiple fonts not relevant to the brand

Once you’ve identified gaps in your social media accounts and come up of with list of issues you need to address to maintain quality and brand consistency.

  1. Identify Most Engaging Content

Understand which type of post gained more interactions such as likes, comments, retweets and clicks. Find out posts have lowest engagement on all channels

Try to look also at competitors or other hospitality brands to benchmark yourself and come up with new ideas for your content calendar that align with your content strategy.

Now, create new tab for “Best Performing Content”

Best Performing Content  
Channel Posts Content Type Content Format Total Interactions New Ideas References
Facebook [Insert post links] Stay Experience Photos and Video clips 3467 Behind the scenes Saxon Hotel, Villas and Spa
[Insert post links] Destination Trivia Photos 3238
[Insert post links] Charity Involvement Photos 2641

 

You can analyze your best performing content for the whole quarter, by picking posts with highest organic interactions. Top 10 posts are good to start with in case you’ve very low frequency of posting, but if you’ve high frequency you can increase amount of best performing posts to get more satisfying results.

You can check these data Facebook Insights, Instagram Insights, Twitter Analytics Pinterest Analytics and third party analytics platforms such as Sproutsocial, Socialbakers and Buffer.

In case you’ve found one of most engaging content was promoted, leave that and stick with the posts you shared organically. This will give clear picture about the most preferred content for you to improve your content strategy.

  1. Monitor your Brand Reputation

Gone are the days when hotels when used to create package offer and expecting people to book. Things have changed, people trust people and not ads. Consumers’ booking habits are largely based on the feedback from their friends, family, social networks and review sites.

If you’re not working to monitor, respond and resolve all guest issues raised on social networks, you’re hurting your revenue generating efforts.

Softwares such as Rankur and Reputami aggregate all mentions, reviews, comments about your property found on your social channels and out of your channels for to easily monitor brand sentiments and quickly resolving the issues. To find out how effectively you’re in managing reputation on social media, create another tab “Brand Reputation”

 

Brand Reputation    
Channel Volume of Reviews p/m Overall Rating (From 1 Worst to 10 Excellent) How quickly you Respond Guest Sentiments Guest Issues
Positive Negative Resolved Unresolved
Facebook 37 4 Not daily, but atleast two times a week Spacious rooms, outdoor swimming pool Low value for money, Unfriendly staff. 11 26

Here’re things to note;

  • Channel with most number of reviews
  • Overall ratings of guest satisfaction per channel
  • How quickly you response is per channel
  • What type of sentiment are you getting for each channel
  • How consistently you resolve guest issues.

Reading positive reviews from your guest can be one of the great way to improve your content strategy, you share what you guest love. While negative reviews can be great feedback to improve your facilities and services.

By responding and resolving guest issues as soon as they arise, you create an impressive brand image that you care about you guest. This will influence your prospective guest into booking with you.

  1. Calculate your Monthly ROI

Finally, with social media you can social track channels generating most profitable ROI for your property. Do you have special packages or event during Christmas? You can create ads on your chosen social channel to influence your target audience book direct on your website.

You need to have all two things set in place for you to get bookings from social media.

  • Hotel booking engine that allows guest to check rates and availability quickly and pay instantly. In case you haven’t enabled yet, you can test now our booking engine without any obligation.
  • Enabling conversion tracking tags Facebook Pixel, Twitter Conversion Pixel, Linkedin Insights and Pinterest Tag on your website or Tag Manager to track every event including purchases occurred in your website.

Let’s assume you split monthly advertising budget for each channel equally on Facebook, Twitter and Pinterest.

Now, create another tab for “ROI Performance”

ROI Performance
Channel Month Ad Spend Reach Conversion Rate ROI
Facebook 1st Month
2nd Month
3rd Month
Twitter 1st Month
  2nd Month
  3rd Month
Pinterest 1st Month
  2nd Month
  3rd Month

Things to note;

  • Reach not proportion ROI you’ve gained. You need to review look your ad targeting, are reaching most engaged target audience?
  • Lower conversion rate than expected on all channels. Look at your copy and your landing pages, what distracting them to complete their purchase? Create your own hypothesis, and a test for the next ads.
  • Higher ROI on Facebook, very low on Pinterest. You might think Pinterest is not worth channel investing, try to do a test a gain for them same budget. If you get the same feedback, you can drop it.

There are some booking engines including Raviget booking engine allows you to integrate with Facebook. You can sell your rooms and packages direct on Facebook without a need to create ads. This approach is much better because you guests will book on Facebook without a need to quit Facebook website.

Final Thought:

Social media auditing is time consuming but will pay off for the long run. I trust, if you do it well will complement effectively with other marketing channels to improve guest experience, increase brand loyalty and grow your direct revenue.

We recommend to audit your social strategy on regular basis, be on quarterly or semi-annually to review how well brand is performing to meet the desired business outcomes.

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