When I first opened my hospitality business, social media didn’t exist. Websites were rare (I found my suppliers through the Yellow Pages). The revolution of online marketing and the use of social media to engage with and sell to customers changed everything. If you were early to set up your Facebook Page and attract attention, you had a huge advantage.
Social media allowed you to tell your story, communicate your personality, build your tribe, and promote events. But the world has changed again.
Now, there are countless social media platforms, and your customers are not all looking in the same places. It was easier when Facebook was the go-to platform, but now which one do you choose? Every hospitality business knows it needs a social media presence, yet your customers are navigating through a dense forest of other business pages to find you.
Social media platforms have evolved, with new algorithms and advertising models altering how your posts reach the wider world. It feels like a hit and miss; while you might get good engagement, is it attracting new customers?
Ten years ago, posts about your products and events were enough. Today, they have little impact. The age of using free social media (without advertising) to attract new customers is over. However, social media still holds immense value.
The New Role of Social Media
Social media remains the first place potential customers check after hearing about you. It's no longer just about outreach; it’s your online shopfront. It needs to be welcoming, friendly, and professional, reflecting exactly what customers can expect when they visit you.
Building a Community: Social media is where your existing customers come to be part of your community. A successful hospitality business builds a tribe—people who share your values and feel at home when they visit. Your social media should be a virtual extension of this community, a place where your tribe can connect even when they’re not physically with you.
Telling Your Story: Use social media to tell your story. Your brand is what your customers say it is. For people to emotionally engage and feel a sense of loyalty, they need to know and understand your business. Share why you stock certain products, the purpose of your events, and the people behind them. Give your customers something to emotionally connect with.
Enhancing Word of Mouth: Despite the changes, word of mouth remains powerful. Social media amplifies this by allowing satisfied customers to share their experiences with their network. Their likes, comments, and shares tell social media platforms that your content is valuable, pushing it to the friends and family of your existing customers—your future ideal customers.
Making Social Media Work for You
Understanding the power of tribe building, storytelling, and word of mouth can make social media an extremely powerful tool for promoting your business. Here’s how to leverage it:
Showcase Your Personality: People trust and like you. Let your social media reflect your personality and the unique atmosphere of your business.
Engage with Your Audience: Respond to comments, start conversations, and make your followers feel valued.
Share Behind-the-Scenes Content: Give a glimpse into the everyday life of your business. This builds a personal connection.
Highlight Customer Stories: Share testimonials, customer stories, and user-generated content. It adds authenticity and builds trust.
Consistent Storytelling: Keep your messaging consistent and engaging. Share the 'why' behind your products and events, not just the 'what'.
Social media might be more challenging to use for business promotion, but its role in tribe building, storytelling, and enhancing word of mouth remains incredibly powerful.
