10 SM Resources for Hospitality Customer Service

Why does social media matter for those in hospitality? A Google search for "hotel" turns up 3.1 billion (that’s billion with a b) results in 1.05 seconds. A similar search on "restaurant" turns up almost 1.9 billion in 1.56 seconds. And the top results will be for such places as Hotels.com, Expedia, Trivago, Kayak and Restaurants.com.

For most users those top results will be all they need. But for others the search will be slightly more involved or the decision to click will take a few seconds longer. The difference? Loyalty to a brand or recollection of another person’s great experience.

What can help businesses in hospitality (hotels and restaurants, for example) earn those few seconds of extra consideration?

Social media – it is the very key for industries whose biggest driver is word-of-mouth marketing.

But how? And, perhaps more importantly, why? According to a 2015 article on Harvard Business Review:

• "Consumers under 35 spend almost four hours per day on social media, and more of that time is being spent engaging with brands."
•  "17% of people older than 55 prefer social media over the telephone for service."

And, of the four stages of the consumer decision-making process – need recognition, information search, evaluation and decision – social media increasingly plays a role in the first three….

So how should those in hospitality – particularly on the customer service side – use social media to attract, assist and retain loyal customers?

10 Social Media Resources for Hospitality Customer Service

The article 5 Social Customer Service Best Practices from Cision suggests restaurants and hotels graduate their social care customers to a more reliable communications platform such as SMS or email, get all employees on board with appropriate social responses and understand that customers expect a near-immediate response on social media.

• Key takeaway: "Today, 39 percent of social media complainers who expect a reply want it to come within 60 minutes, yet the average response time from businesses is 5 hours,” says social media expert Jay Baer in the piece.

In Social Hospitality: How 8 Hotels Engage Guests On & Offline (from Sprout Social) author Jennifer Beese suggests that social media allows hoteliers to be an Invaluable resource beyond just providing accommodations, to be attentive during guests’ stays and a to extend the experience after the stay.

• A key takeaway: "Knowing where your guests communicate online will help you provide a better customer service experience while enabling you to reach the right people at exactly the right time."

The grandly named The Complete Guide to Social Media for Restaurants & Bars (also from Sprout Social) gives advice on creating relevant posts (i.e. understanding the difference between engagement vs. promotional posting), how to find optimal times to post and what it takes to get your social efforts to a higher level.

• A key takeaway: "If you’re not visibly active on social media, then you’re missing out on a large customer base."

The question and answer website Quora might be a great resource for those in hospitality according to Quora: How to Generate Leads for a Hotel says an article on the Social Media Explorer site. It suggests such strategies as being on social to provide solutions, searching social platforms for questions to answer and resisting being promotional in social posts.

• A key takeaway: "A boutique hotel could easily muscle in on the big boys’ territory with well-thought out answers to travelers’ queries. In the process, you’ll build authority and possibly carve out a niche for your brand."

The eHotelier.com piece How the hospitality industry is embracing social media offers a series of "insider tips" for those in hospitality and their use of such platforms as Facebook, Twitter and Instagram. These include Facebook promotions and working with bloggers.

• A key takeaway: "Ninety one per cent of retail brands use two or more social media channels, and the hospitality industry should be no different."

Conversocial, a website that looks at various aspects of social media and customer service, offers Customer Service for Travel, suggesting that hospitality brands standing out as leaders in social customer service are making major investments in this area, expanding their teams and marketing budgets. The piece offers tips on deepening connections to customers and making the right impression on social channels.

• A key takeaway: "More than other customer service channels, social lends itself to creating memorable experiences for customers."

7. Customer service in its broadest sense means offering something of value on social to current and future customers. So the post 10 Examples of Great Social Media Content for Restaurants on the EnPlug Blog offers tips including the obvious "Share mouth-watering photos” and the not-so-obvious "Get your employees involved."

•      A key takeaway: Show your customers that you’re on social for more than just pushing out promotions. Whether you’re answering questions, addressing concerns, saying thanks, or just responding with wit, your responses will go a long way."

Top social media management tools for hotels and the hospitality industry from TravelTripper.com offers a list of 10 social media management tools for the hospitality industry with explanations of features and pricing.

• A key takeaway: "From streamlining content creation and posting to social listening and analytics integrations, social media tools come with a range of innovative features …."

Are there downsides to social media for hospitality businesses? Some would say negative reviews on sites such as Yelp, but RestaurantEngine.com – in How to Respond to Negative Restaurant Reviews – says "…not all negative reviews have lasting consequences…. It’s what you do with the review that sets you apart and defines your restaurant."

• A key takeaway: "Not only are you fighting for the reviewer’s business, but you’re fighting for everyone else who reads the review."

And of course I’d be remiss to not mention all of the various infographics that boil down social customer service to its key elements. I’ve created a public Pinterest board called Social Customer Service that may prove useful to those in hospitality. The graphics range from how to use social to deal with negative comments to using social to build loyalty and trust with future and current customers.

Bonus: If you’re looking for some thought leaders in the area of social media and hospitality you might check out The Top 16 Leaders in Hospitality to Follow on Twitter from Capterra.

                Is social media here to stay as a fact of life for customer service in social media? For sure. Will it evolve and grow as a series of customer service channels? Absolutely. What do you think?

Related posts:

• Social media listening – it’s time to commit to it
• Social Media Employee Empowerment - What Works

Social Media #EmployeeEmpowerment – Why it’s a MUST for Business

Social media employee empowerment has become a business imperative – but why? 

Because (as we have seen from previous posts – see below) brands do not have the social reach of all their employees combined and, more importantly, they do not have the trust and level of engagement employees can achieve. 

A recent story in Fortune magazine, Brands are using social media more than ever, and users are ignoring them more than ever, highlights the challenges of social media for brands. 

It points out that at a time when brands are using more social media than ever the percentage of posts that lead to user interactions keeps falling. 

The rates at which users interact with branded social media posts has always been low, but a 2014 study and a follow up study in 2015 by Forrester indicate the numbers are falling, the Fortune piece says. 

"Last year, Instagram posts from brands created interactions with 4.2 percent of a brand’s followers. This year, that number fell to 2.2percent," it says. 

"On Pinterest, interactions fell from 0.1 percent to 0.04 percent." 

It all adds up to brands doing more and getting less from social media. 

Citing Sprout Social research a recent Social Media Today piece, 7 in 8 Social Messages to Brands Go Unanswered, notes that more and more consumers expect a response to a social media inquiry on a brand's official social presence. 

Sprout’s research found "7 in 8 social messages go unanswered by brands in the first 72 hours," which Sprout likened to not answering your phone at your place of business.

The author of the SMT piece, A. A. Currey (@AjaMaybe ion Twitter) is a content hacker at Social Media Today and says what makes a brand have a great response rate and a good rapport with the customer is having actual humans on the other end of social channels.

"The way to a satisfied customer base is, yes, a quick and regular response rate, but there’s no faster way to a consumer’s heart than an authentic reply.

“And that’s something only a brand who values human-to-human connection can provide," she says.

A recent post on the International Association of Business Communicators (IABC) website further explains why engagement matters for brands: "With an engaged, loyal online group of followers, you’ll cultivate an audience that will want to buy from you," it says. 

"And, here’s an even bigger benefit—they’ll share information about your brand with their communities, too." 

The IABC then goes on to offer its 10 questions to jump-start social media engagement. Among them are sparking a reader’s curiosity with a question and offering a single-question survey.

So, if social media employee empowerment is important to the brand how can an organization encourage it?

An example of how a brand encourages employees to engage on social media is found in Coca-Cola’s Social Media Principles: The principles start with: "Countless conversations take place online about Coca-Cola every day, and we want our Company’s more than 150,000 associates in more than 200 countries to join those conversations, represent our Company, and share the optimistic and positive spirits of our brands."

They go on to discuss company commitments (five key principles including transparency and monitoring), personal use of social media (including the admonition: "We encourage you to get online and have fun, but use sound judgment and common sense") and company spokespeople expectations.

So, social media employee empowerment is clearly a business MUST in 2015 … will more companies get on board?

Previous posts about SM employee empowerment

• Employee empowerment drives massive social media results for brand
• 2015: The Year of SM #EmployeeEmpowerment and How to Create a Successful Program
• Social Media Employee Empowerment - What Works