I was so excited when I was chosen to handle two social media sites for three big hotels. I created a very successful campaign and met with the General Manager and the Director of Sales on several occasions to understand each property and the objectives of each hotel’s social media strategy. They gave me only three months to “prove” my worth and I did; well at least I thought I did. Their fan pages grew, engagement with the fans was incredible, Google rankings were rising, and we began running a photo competition every week. I thought we were on our way to a successful partnership until it happened; I got dropped so they could run the campaign from their corporate headquarters. WHAT? Ok, I understand that accounts drop and you go get more, but I just can’t seem to understand how they could have one, yes that’s 1 person handling 12 properties social media accounts in different states. It is possible to do this because I have been successful at running many different types of accounts utilizing the Sprout Social dashboard. (Love it by the way) But to be handling several hotel accounts in different states, just doesn’t seem very “social” to me.
There are many good and bad reasons a company should not be utilizing one person for several corporate social media marketing locations. Companies need to understand that communication is evolving and in order to evolve with it, they need to first create their social media strategic plan for each of their different properties. Instead companies are feeling the “MUST DO IT” pressure to enter social media and are doing it incorrectly. As Mari Smith suggests, companies need to:
- Have social media goals
- Create an online social media strategy
- Create tactics