Twitter is a social media platform that offers your property an outstanding marketing device as well as a guest service channel. With over 230 million monthly active users, the number of connections you can make with prospective travelers is seemingly limitless.
However, this social media network has a distinct vernacular that can be confusing and intimidating for new users. Whether you are just composing your first tweet, or are a seasoned Twitter Pro, here are a few ideas that will make the most of your Twitter presence.
1. It All Starts with your Bio
Although your individual tweets provide content that you hope will lure followers your way, your profile is the most important message you will ever write on Twitter. It will help people decide whether or not they want to follow you. With a 160-character limit, you can’t say everything that sets your property apart, so choose a few keywords to describe your hotel and then say something that will set your feed apart from the rest. Try including local tips, a unique passion or a value proposition.
2. Cultivate a Community
The more followers your Twitter account has, the greater your reach will be within the Twittersphere, but it is important to remember that it is not just about numbers. Buying a list or indiscriminately following users in the hopes they will follow you back will mostly result in droids and people with no interest in your brand.
Instead, cultivate a community of users who share an affinity for your hotel or destination by using directories like Wefollow and Twellow. Make sure to check out followers of industry partners or properties that are similar to yours. From this point, you can grow your following organically by being active, resourceful and likable, by sharing and commenting on interesting, relevant content. Make sure to include links and @ mentions. The use of hashtags will make your easier to find and follow and will allow you to contribute to topics, thus allowing people to find you.
3. Listen First
It is important to think of Twitter less as a broadcasting channel, and more as a listening channel. If nothing else, you can set up a profile to capture mentions of your brand through e-mail alerts.
Twitter is unique in the fact that most tweets are sent in real-time about what people are doing and thinking right now. Many people use social media to talk about what they are doing while on vacation or during the planning phase of their trip. That provides an opportunity to connect with them in a relevant way.
Sasha Kerman, content and community manager for the luxury boutique hotel operator Red Carnation Hotels, agrees with using Twitter to make that unique connection. Red Carnation uses Twitter as a tool to listen to guests and provide them with the best possible experience. This includes sending welcome tweets to guests they know use Twitter and occasionally surprising them with an in-room amenity.
4. Act Quickly
Like any other form of communication with guests, it is important to respond to Twitter in a timely matter. Piper Stevens, the director of social media at Loews Hotels and Resorts, stated that customer service is the most effective use of Twitter for their properties. This includes “being able to answer questions quickly and remedy issues for our guests that are on property.”
Often, travelers turn to Twitter when they want to vent about a negative experience. In this case, acting quickly allows you to take the matter offline where a hotel can resolve the issue before it escalates. If this is done properly, you may be able to turn an upset guest into an advocate.
5. Think Before you Tweet
Because there are no hard and fast rules that can be applied to Twitter, it can be difficult to determine what to tweet, or even how often. Make sure that your tweets are interesting to your followers and relevant to your hotel or destination. This could include road trip playlists, travel wellness or eco-friendly travel.
Try to maintain good Twitter etiquette by not tweeting rampantly or sounding off. Use direct messaging or start with the @Name to avoid clogging followers’ feeds with private tweets. It’s not a requirement that you use all 140 characters, and try to #take #it #easy #on the #hashtags. It will only clutter the brilliance of your message.
6. Write Promotional Tweets that Get Noticed
It can be difficult to find a balance between overtweeting and undertweeting, and you do not want to lose followers with relentless selling. However, many people follow brands on social networks specifically to receive promotions and discounts. So do not disappoint them!
In order to maximize the impact of promotional or “direct response” tweets, try including a compelling offer, a strong call to action and a sense of urgency. Words like “exclusive”, “free”, “sale” and “win” will drive higher click-through rates. When you are working with promotional tweets, it is better to keep them free of distractions like hashtags, @mentions and imagery.
Incorporate all of these Twitter tips and tactics into your social media campaign, and you will reap the benefits with increased exposure and a better overall guest experience for your current and future customers.