This is the second post of the series in which social media use within the hotel industry is examined.

Hoteliers everywhere know the value of Facebook, with its ability to increase online visibility and build relationships by engaging guests as well as employees. Starwood Hotel and Resorts is one brand utilizing Facebook well by separating messages based on their target audience(s), spreading the word about promotions and travel updates, and interacting with guests and employees.

Their Facebook success is due in part to effectively monitoring their social media space. Check it out: Starwood created two Facebook fan pages, including a very active page for employees and one for consumers via their Starwood Preferred Guest (SPG) page.

Hotels are also buying Facebook ads. With 70% of Internet users ages 33-54 booking travel arrangements online, according to the Pew Internet & American Life Project [PEW Study], a hotel’s Facebook presence creates an online opportunity to be in the space where and when potential travelers research and actually purchase. Consumers also are using social media to help them choose a destination based on price, locations and customer service [Chicago Tribune]. No longer just for teens and 20-somethings, Facebook says [Facebook] their fastest growing demographic is those 35 and older.

General Observations of Hotels on Facebook

After searching and reviewing several hotel Facebook pages, unfortunately many hotels had at least one glaring problem such as: duplicate pages claiming to be the “official” page; outdated photos and incorrect logos and taglines; unanswered consumer complaints and comments; and unfavorable employee postings about the brand or property.

Ways Hotels Can Optimize Their Facebook Presence

As part of their digital marketing plan, hotels should set goals and objectives before embarking on a Facebook presence. Hotels should be using Facebook as an opportunity to maximize consumer outreach [eHotelier.com] and develop their brand. It’s extremely important for hotels to be prepared to regularly monitor each social space, including Facebook. However, a recent survey conducted by Market Metrix [Market Metrix] and TripAdvisor found that 85% of hotels have no guidelines for monitoring, responding to or acting on guest reviews. Hotel and Motel Management [Hotel World Network] claims most hotels don’t have a person responsible for handling social media, which may explain why so many hotel Facebook pages are not following a digital standard or participating in an ongoing dialogue with potential guests.

Stay tuned for more information on how hotels use Twitter to reach consumers.

Not sure if Facebook should be part of your digital strategy? We can help.