Twitter can be a strange beast to navigate. But it’s an essential tool for hotel marketing teams to reach their audience. A new report from Positive Partnerships explores how some of London’s top hotels use the social media platform for success – as well as the mistakes they make.
The post, entitled How 10 London Hotels Use Twitter: Best (& Worst) Practice, takes an in-depth look at what to do and what not to do behind the wheel of a hotel Twitter account. There are real examples of how London hotels have been effective and creative in the use of the platform.
For example, The Beaufort uses Twitter to run a regular competition and promote it to their followers…
The Shangri-La at The Shard uses Twitter’s ability to post photos to make the most of their spectacular panoramic views. They show them off at every opportunity by embedding photos in their tweets.
Using Twitter-specific features like hashtags can be a sticking point for some marketers, but many of London’s hotels do it well.
Some create their own fun hashtags, like The Lanesborough butlers‘ #remarkablyrefined, while others are good at tapping into already popular ones, such as The Montcalm’s use of special events like Easter and Mother’s Day. Other hotels use the power of the retweet regularly, recognising that it’s better to get other people to toot your horn than do it yourself.
But there are also some spectacular blunders, such as The Hoxton’s insensitive use of the #JeSuisCharlie hashtag after the first round of tragic events in Paris earlier this year. However, they deserve credit in having been able to pull it back with a sincere apology.
Some faux-pas don’t miss the mark quite as badly, but can still be damaging to a hotel’s reputation. For example, The Athenaeum’s email response rate doesn’t appear to be as good as their Twitter work. So, while their Twitter marketing is on point, it shows that hotels need to co-ordinate their customer communication and be on board in every area to impress.
At the end of the report, hoteliers can benefit from downloading a guide to measuring social media ROI. Many marketers find this difficult to do, but the PDF report lays it out in simple steps.
It only takes 10 minutes to read and contains some valuable tips. Scroll down to the bottom of the post to grab the report in a quick download.
Photo credits: Garrett Heath, The Beaufort, The Hoxton Shoreditch.
Disclosure: Positive Partnerships is the social media and digital marketing agency behind London Hotels Insight.