Hospitality Social Media Marketing News – September 14, 2018 Issue

There is an apparent trend showing social media platforms are shifting more towards ‘authentic; usage of the platforms that encourage community building, and we’re seeing more features and changes coming as a result. Staying on track with these changes will be important for the long-term success of your campaigns.

Twitter Cuts Access to Third Party Apps 

Twitter has shut down API access to a  number of third-party apps and  ended support for Twitter for Apple Watch and Twitter for Mac. This includes popular tools like Tweetbot, which are not officially run by the social media site. Official mobile apps and those run by Twitter, like TweetDeck and Periscope, are still fully functional and will remain so. 

What This Means for Hotels

Twitter has made a lot of changes this year in order to try to reduce clutter and make room for more meaningful engagement. We saw this with their restrictions on automated or cross-promoted retweets, and this is just another step down that path.

If you’re using any software to enhance your Twitter marketing with features like scheduling or content creation, keep an eye on your profile to make sure things are working as expected. If not, you’ll need to cut the app loose and see if you can find Twitter-run alternatives, like TweetDeck. 

LinkedIn Relaunches Groups 

LinkedIn groups have been around for a while, but they’re now being relaunched.  According to TechCrunch, LinkedIn will be adding groups to their main app. They’ll also be focused on reducing spam and making the groups more efficient. They’re doing this with temporary removal of features like sending posts as emails to the entire group. 

Image source:  TechCrunch 

What This Means for Hotels

LinkedIn groups have always had enormous potential but fell a little short. They become too self-promotional, but with new developments, that could change. If groups pick up on LinkedIn, this could be a great asset for hotels and resorts. You can network with and learn from other industry experts, find potential employees, and even occasionally mention your conference or lodging services to professionals looking to make bookings.

Facebook Allows Admins to Link Pixel with Groups 

Group admins can now  link Facebook’s tracking pixel to their group, allowing admins to better track user growth and engagement on their actual websites off-platform. This information will be anonymous, and it will only be available to groups that have at least 250 members. 

Image source:  Facebook 

What This Means for Hotels

Facebook Groups are a powerful community-building tool, but the ability to anonymously track group member’s relationship to your hotel or resort as a whole outside of the actual group is a huge advantage. Now you can more accurately assess whether the group is driving more leads or bookings, or building stronger relationships with your guests. 

Facebook Group Admins Can Pin Comments 

Matt Navarra found a feature Facebook is testing that will allow group admins to pin comments in discussion threads. This will push that comment to the top of the comments section in the conversation thread, ensuring that it’s the first thing people see. 

What This Means for Hotels

If you have groups for your hotel or resort, you have likely already seen how conversations can spiral amongst members. People veer off course with the discussion, or you (or someone else) ends up clarifying the same thing many times over. The ability to pin comments will give you additional moderation control so that you can keep things on track and hopefully framing the group and your hotel in a positive light. 

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