Whilst we are settling into the quietness of lockdown, one space is buzzing with human interaction. People are turning to social media to connect with friends, family, and to stay in the loop. More than ever before.
Although this provides a rather unique opportunity many guest houses called halt on their social media feeds, especially during the first week of lockdown. Whether you were feeling a bit tongue tied, too busy juggling to post or in a state of complete shock, it’s understandable. We are dealing with a massive amount of uncertainty. However this too shall pass and people will travel again. If possible use this time to stay present and you will be rewarded by increased trust and credibility.
If you are not sure how to communicate across your Social Media channels at this stage, we suggest that you follow the following 3 steps to keep your communication on track.
Step 1 – Acknowledge & Respond
First things first. It’s not business as usual so be sure to show how your establishment is dealing with the situation. The type of information visitors to your social media channels will find helpful and reassuring might answer questions like:
Keep in mind you are not a healthcare facility or a government clinic. So you don’t need a bunch of generic, scary virus imagery. Try to keep your choice of photos in line with your brand. If you have not posted any response yet, catch up.
Some examples to illustrate. (Keep in mind these examples are pre-lockdown.)
Step 2 – Create Content
Whether you are running a well planned post schedule or shoot from the hip, it’s necessary to adapt your messaging to the current situation.
No matter what your particular strategy is, be sure to be sincere and understanding. Now is not a time to sell as per usual, but to be supportive and to help where you can. Also keep in mind you are active in one of the most positive and hopeful industries on the planet.
Yes, nobody can travel at the moment, but loads of people are stuck at home, thinking about where to go when the bleach fumes and cabin fever lies behind them. So, hold the line. Be a cheerleader for hope and give your audience something to look forward to and dream about.
Here are a few ideas to help you get started:
Take a look at your establishment’s unique selling points. See if you can tie it to a lockdown activity.
Remind your audience what they can look forward to.
Do you have beautiful scenic views from your property?
Do you serve a fantastic breakfast?
How are you using your time during the lockdown?
Say Thank You.
Step 3 – Observe, Listen, Participate
It’s so easy to get stuck in broadcasting mode. Meaning, you are only spending time creating posts and not engaging in conversations and connecting with others. Set time aside to dig in and to BE SOCIAL. The secret to being social with purpose is of course listening.
Here are a few ideas:
And seriously, this list is so small it’s a total sin. There are so many stunning content creators for you to discover!
Social media provides us with a gateway to other people. There is a human being on the other side of the screen to connect with. Let’s nurture our connections, reach out to make new ones and show up to play an active part in our tourism community. We need each other to get through this.
A special word of thanks to each of the establishments we used as examples. We loved your work.
You are welcome to contact us with any related questions. Our team is ready to help.