Five Ways Hotels can use Facebook’s Insights Platform

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Analytics software has moved to the social media platform as Facebook has released Facebook Insights, a new platform for all business listings.  With Insights, you have access to more data that shows just how likeable your brand is.  Here are five tips to keep in mind that will help you to better connect with your audience:

1. Follow Your Page’s Weekly Trends

The Overview section of the platform provides you with a quick look at Likes, Reach and Engagement over the past week.  You will also find a log of your five most recent posts.  Viewing this information on a weekly basis allow your to see trends and capitalize on the elements that are creating engagement in your campaign.  You will also have the opportunity to troubleshoot negative performance trends before they become an ongoing problem.

2. Figure out Your Optimal Posting Time

Marketers have put a substantial amount of research into discovering what the best times are to post on Facebook.  The Insights platform takes this a step further by tailoring this information specifically to your audience.  This is a great tool for helping you to organize your posting schedule during the days of the weeks, and hours of the day, when your audience is most reachable.

3. Customize Your Content for Your Audience

It is not enough to know only who is reading your posts, and when they are reading it.  The Post Types tab of Facebook Insights will show you what type of content your audience is responding to, as well as a post-by-post breakdown of recent posts.  It is still important to diversify your content, but focusing on post types that generate the most reach and engagement will certainly help your cause.

4. Make Sure You Are Not Alienating Your Audience

As with all forms of social media, your Facebook Page can never be all things to all people, but you do want to make sure your content is generating more positive reactions than negative ones.  The Reach Tab on Facebook Insight helps you determine when you are reaching people and how they are reacting.  Here, you will be able to see Hide, Report as Spam and Unlikes in a graph right below Likes, Comments and Shares.  These will all be a direct reaction to your posts, so if the negative reactions surpass the positive, you should look up that day’s content and avoid similar items in the future.

5. Get to Know Your Fans

You will be able to find a demographic breakdown for a wide variety of categories including those people checking into your property, those who are seeing or engaging with your content, or just your overall fan base.  This information will be helpful in tailoring your content to your audience, or planning future fan acquisition campaigns.

If, for example, you are seeing a demographic that is particularly engaged with your content or a demographic that is lacking on Facebook but is typically a strong market for your property, you can plan future campaigns to reach those users.

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