Put your social media to work.
In today's attention-driven digital landscape, your followers expect relevant content, and you are competing with other businesses for their valuable focus.
Throughout my career, I saw many businesses struggling to establish 3 things in their social media strategy:
1) Their brand voice
2) Purpose of their social media channels
3) Their social media ROI metrics
I saw similar challenges unfolding during my two years in marketing capacity at Marriott International, and I significantly increased our social media following:
The Westin Harbour Castle, Toronto:
• Instagram: by 850%
• LinkedIn: by 440%
• Facebook: by 166%
• Twitter: by 135%
Delta Hotels by Marriott Toronto:
• Instagram: by 500%
• LinkedIn: by 600%
These results were achieved through an organic social media marketing strategy I developed, which entailed analyzing historical data from company channels, incorporating guests’ feedback, and applying my knowledge of the best social media practices.
Key action items I focused on in my strategy:
• Prioritizing local content over generic imagery and copy
• Promoting property-specific and brand-specific events and programs
• Organizing monthly social media contests to expand our following - it was beneficial for our partners too, as both parties gained exposure through prize bundles
• Promoting hotel packages
• Featuring local events and attractions, assisting our audience in discovering activities in Toronto without the need for their own research
• Partnering with brand-aligned influencers and sharing their content
• Crafting B2B content, primarily featured on LinkedIn to drive events and group sales
The results were:
1) Authentic brand voice throughout various social media channels, a union between the larger brand and a local hotel presence
2) Messages catered to the target audience, varying from channel to channel and in call-to-action, but consistent in their brand voice
3) Social media analytics tracking that informed strategic business planning decisions