Search engine marketing is often highly tactical; it involves checking things off a list to ensure the highest potential for visibility in the search engine results pages (SERPs). But social media is a completely different space. While developing a presence there can be beneficial, diving right in can be harmful (especially for smaller properties) without first establishing a solid plan. Search (on the organic side) is about doing; social is about planning.
What do you have time to do well?
Before running around yelling things like “We need Tumblr, Pinterest, Twitter, and Scribd accounts and we need them YESTERDAY!” take a step back and consider how much time you actually have in a given week to do the ongoing maintenance of posting content, responding to comments and overseeing your social media platforms.
Remember: The only people who will notice that you don’t have an insert social media profile here account are the people who already are using them. So if you have them but don’t use them effectively, it can be worse in the long run than doing nothing.
What are your guests already doing?
Rather than starting with a specific social medium and trying to figure out what to say on it, it’s often more productive to first figure out where your current demographic is active. Unless your brand is aggressively trying to break into a new market segment, starting where the conversation is already happening is often your best bet. And with 845 million monthly active users (as of December 2011), Facebook is a must even for smaller brands.
Now that we have a starting point, it’s time to jump into some time-saving tactics… continue reading at HotelNewsNow.com.