9 Elements of a Good Social Media Voice

Is Your Online Voice Bugging People? Have you let someone loose online to be your hotel’s voice simply because they’re a wiz at the keyboard? Charlie the bartender has a great Facebook page and hundreds of followers, so let’s have Charlie administer our Facebook page…or so goes the thinking. I see this pattern a lot.

Before turning over your hotel’s online voice to an associate who has some down time, be sure they know HOW TO write for social media, and can communicate your property’s specialness.

What Businesses Need to Know

Persuasive social media writing is a key part of building a strong online reputation. But companies don’t always realize that writing for social media is different than writing traditional marketing copy.

Whether you’re on Twitter or Facebook, your business objective is to deliver a steady stream of rich content that grows your hotel’s audience and converts followers into paying guests.

Four Seasons Boston [@FSBoston] and New York’s Roger Smith Hotel [@RSHotel] have very different online writing styles for Facebook and Twitter, but each thrives in social media because [among other things], they found their voice and connected it to the interests of their ideal hotel guest.

Are Your Tweets Connecting to Your Community?

Some hotels are masters at tweeting online irritants, like good Monday morning greetings and benign weather stats. These Twitterers also blunder by treating social media as a sales channel, showering fans with a barrage of self-indulgent posts. Social media writing practices like this do not build guest relationships or attract new business. Instead, they bug people. Consider this post:

“Would The ______ [Company] just shut the hell up.”

 9 Elements of a Good Social Media Voice

Web-wise Twitterers take time to finesse those 140 characters before hitting send. Here are some A-1 social media post characteristics:

  1. Never direct sell & no use of marketing puff speak
  2. Catchy headlines
  3. Use your key, “SEO” words
  4. One idea per post (this one’s the hardest for me!)
  5. Use of simple words: “Now” vs. “At this point in time…”
  6. Tweet results in 2-way dialogue exchange/retweet/sharing
  7. Distributes original, qualitative content
  8. Use of active voice
  9. Personality & voice of business shines through

The bottom line is your business can’t afford to gamble its reputation with a sloppy online voice.

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