If hotel owners and managers think customer loyalty is lacking, one thing they should check is the content they are posting on social media. If a brand´s content is dry, boring or out-of-date it is unlikely to attract the attention of potential customers.

So what should hotel brands do to improve the content they post on social media and engage both new and existing customers? The most important thing to remember is that content should be created for users – not for the brand itself. Hotel brands should target users on the relevant social platforms, and the content should be displayed in a suitable way for each site in order to generate the maximum number of likes, shares, repins and comments.

It is important to keep in mind that each social media network has a specific user base and communication style, so any information shared should reflect that; for example, more than 90% of Twitter engagement comes within the first 60 minutes after posting a tweet, while interaction generated on Facebook tends to continue for hours or even days. This shows that Twitter users are interested in real-time conversations, whereas Facebook users enjoying receiving and interacting with stories in their own time, HotelNewsResource.com notes. There is also a difference in the way people connect on the two sites; Facebook users tend to make connections in order to keep in touch in the long term, while Twitter users sometimes follow people because they are interested in a specific, recent conversation – indicating Twitter connections are more detached and semi-permanent in nature.

For hotels in particular creating and sharing video content is a must, the website also noted. Posting videos on YouTube significantly increases the chances of engaging consumers, as the vast majority of them look for hotels and reviews online.