First, we audited their existing Facebook Business Page. They hired a professional photographer to take photos of the hotel and it was updated with some regularity but there was not a clear strategy and at times, it was confusing.
We then helped them build a promo that was targeted, easy to understand, and created specifically for Facebook. We took into consideration the performance of their previous postings and promotional efforts to build a campaign we knew would work.
We started 2 months prior to peak season with weekly high-quality, graphic posts that were both eye-catching and shareable. We also posted weekly content that was informative and equally shareable but still promoted the hotel.
The most effective part of our strategy was the engagement. Facebook makes engagement easy for businesses. When our posts were shared, we made sure that we knew about it and engaged with comments about the hotel, the promotion, and the surrounding area. If people were unhappy, we also engaged with them and worked with the hotel staff to find ways to right the wrongs.
If there was a comment or question relating to the hotel, we tried to respond in a helpful and professional way while still matching the hotel's own unique personality. We managed to respond to 76% of all online inquiries which improved the perception which had suffered as a result of a somewhat neglected Facebook page.
Finally, we tracked the performance of everything and tweaked the campaign along the way.