Switzerland, Suisse, die Schweiz, Svizzera – Multilingual, friendly, amazing scenery and a long interesting history!
Switzerland is a beautiful country and I find it similar to Canada in the sense of the natural tourism it has. My mother was there for about 2 weeks and stayed at a hotel. So what do I do?! After looking at their website, I take a look at their social media:
All the websites that I have seen are top-notch. I mean, they look clean, well-done, have pictures and sometimes contain a news page. Their social media on the other hand, not so good. It displays the hotel as something that was started, but not finished. Is that hotel still around?
Yes it is and here are some tips to make that known:
Tweet: Yes, simple as that. Tweet. Why does someone create a profile and never tweet. Your first tweet could be a simple introduction. A simple hello will do.
Tweet after 2010: This is for those hotels that took that extra bit of effort. Their last tweet was in 2010. I wish it was 2010. I would still be in my studies and the only worry would have been passing your exams.
Don’t just retweet: One hotel’s Twitter page had retweets only. Retweets from the same guy, so at least they were consistent… I guess. The pictures he has are nonetheless beautiful, but the links are so outdated that they don’t even link to anything anymore.
Engage: Wow that’s a hard one, yes engage. What’s the point of being on social media if you only talk to yourself! Have a conversation or two with someone that is loyal to your hotel. Follow them and see what they are doing, maybe they might be in your city again and you should be the first one to say hello to them.
Twitter is completely under-utilised by the hotel industry. These hotels believe that there is nothing to do with Twitter in terms of their hotel. Wrong! Just because you don’t know what to do, doesn’t mean that there isn’t anything to do.
Swiss Hotels are the cool kids in the class
Some hotels, I view them as the cool kid in the class. They don’t need social media, why would they, they are the (insert famous hotel name here). What they don’t understand is that it’s actually like someone hosting a huge dinner party and not caring to send out invitations. I mean you are so cool, why do you need to send out invitations or your address, people will simply come. Right? Wrong again!
If you are a 5 Star hotel especially if you charge more than $800 CAD per room per night, you need to have social media. If you are anything else, you still need to have social media, it is just less shocking because some smaller hotels really can’t afford the time, money or anything else. Can they afford not having it? Can a start-up business afford to not have a website?
Facebook looking better
Taking a look at their Facebook pages, they are doing much better than Twitter. You can see that there have been posts more recent than 2010. What looks horrible is that there is no interaction. It looks like a regular plain old ad that nobody reads. Yes, some people liked your page, but that is not enough. Does that person remember your like out of the 100s of likes on their Facebook account?
Create engaging content: Yes, work actually has to be done. Who said social media would be quick and easy?! Relationships are never quick and easy, not even in the quick online world. They may be quicker, but not easy, if not even harder because you can only keep one’s attention for so long.
Don’t just promote: Social media is not a cold call, quite the opposite. You want to know who is following you as much as they want to know about you. You may put up offers, but this isn’t the place to make cold calls.
Give it some personality: Behind your Facebook account there is a person and I’m not talking about your social media manager. What personality radiates from your social media?
Other Social Media Platforms
There isn’t just Facebook or even Twitter. For this you need to take a look at the latest trends in social media. Make sure you stay up-to-date just like you would with the news. Then follow these steps:
- Research your clientele
- Where are they (Facebook, Twitter, Pinterest, etc.)?
- Be ready to open an account on a new social media platform
- Be ready to learn how to use it
- Be ready to engage in a different way (ie. Don’t just copy content from other social media platforms)
Hiring a social media professional
Who are you hiring here? Is it a “social media intern”? Hopefully companies will start realizing that an intern is there to learn and not to do your social media work, unless you have a social media professional there to teach them, so please don’t try to save money hiring an intern, that is not how it works. This is your pride and joy and you put its reputation in someone’s hands, you make sure that person knows what they are doing. What I found funny is that a hotel is geared towards foreign clients and all their Twitter posts are in German. Did I miss something? Keywords are the important here! Comfy, affordable or any other words used to describe a place aren’t the same in every language.
Social Media Awards
And the award for Best Social Media goes to….. Hotel Bristol in Geneva! Congratulations!
You do it so well that next time I’m in Geneva, I am staying with you! Honestly, you display personality and if Hotel Bristol was a person, they would be friendly, helpful, pleasant to chat with, cheery and funny! I love the fact that it is multilingual and even when you found someone check in on Foursquare, commented in Russian, you still made an effort to understand what was said (or you speak Russian) and to retweet it. Nonetheless the Люблю (Russian for “I love”) shows how they feel about your hotel! Many hotels could learn from you. Keep up the great work!
Know what you are doing
Please, please Swiss hotels, prove me wrong! Fix up your social media, you can “posten auf Deutsch” or “si tu tweete”, it is important that you do it right. Social media, Soziale Medien or médias sociaux is important for everyone. Learn it, whether you love it or hate it, it is here to stay and now is the time!
Need to know what to do from the beginning: Social Media and Hospitality - Social Media im Gastgewerbe
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