The short answer: you can’t. At least not in the traditional sense.
Sorry to disappoint.
Here’s what you can do:
- Build visibility
- Improve your online reputation
- Build search ranking
- Generate buzz
All of these are critically important objectives for anyone trying to promote a hotel. It emphasizes the importance of participating in online conversations with guests and potential guests.
Some say that social media is more like PR than advertising. That doesn’t mean it’s less effective at generating revenue. It’s just harder to measure and track.
So just because you can’t create a neat little spreadsheet with familiar figures, don’t abandon the whole concept. Understand the role of social media outreach, and develop new measures of success.
Related posts:
- Advanced Metrics for Social Media Marketing
- How Radian6 Monitors Social Media (Tom Hasselman explains)
- Time allocation in social media management
- Fun & easy guide to wasting time in social media
- The 7 most useful social media tools for PR (Plus: what reporters want)
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