INTRODUCTION
Are you looking to rebrand a hotel, resort or bed & breakfast? Whether you’ve taken over an existing property, experienced a shift in your customer base or simply need to freshen things up, effective use of social media can help spread the word about your rebrand.
According to Statista, nearly 60 percent of American consumers interact with brand content on social media at least one to three times per day, giving you ample opportunity to reach existing customers as well as potential guests.
Following are some tips for using social media as you rebrand your hotel.
CREATE A PLAN OF ACTION
Before you launch your rebrand, create a checklist of all the changes you’ll need to make to your social media accounts. For instance, if you are changing the name of your hotel, check to see if your desired social media handle is available across all channels to avoid confusion down the road.
In addition, you’ll need to write new “about” sections for each platform (keeping character limits in mind), choose photos or graphics that align with your new identity and update other areas such as the Facebook Page cover photo or website URL. Keep in mind that listings on review sites such as Yelp, TripAdvisor and Google Business may need updating as well.
Brainstorm potential FAQs your customers may have and craft thoughtful, yet straightforward answers ahead of time. Rebranding is often met with mixed emotions, and your guests will want to know why changes are being made. Be sure to emphasize how the rebrand will benefit them as opposed to focusing on why it benefits you or your shareholders.
ANNOUNCE YOUR REBRANDING EFFORTS ON EXISTING SOCIAL MEDIA CHANNELS
Transparency is key for a smooth transition. Prepare your audience by making your rebrand known across all your hotel’s existing social media networks. Share valuable updates and news with your followers as they arise and aim to make them feel like they are at the center of the action. For example, you should post teaser photos and videos or use the “stories” feature on platforms like Facebook, Instagram and Snapchat to give your followers a sneak peek of a new logo, room design or overall theme. This gradual dissemination of the changes should help your guests better absorb and accept them.
Consider working with social media influencers to help reach a broader audience, or try supplementing your organic efforts with social media ads to further promote news about your upcoming rebrand.
If you are switching social media accounts, make sure to leave messages on your old accounts so your followers can find you. For instance, you should post a “we moved” message with your new handle or the link to your new account. For Facebook and Twitter, pin your message to the top so people can see it more easily, or include this information in your “about” sections.
Once your new brand is launched, be prepared to engage in conversations with your followers on a frequent basis, especially at first, to clear up any lingering questions and to generate excitement about the change. Transition-type posts such as before and after photos or graphics outlining improvements can help guests connect the old and new brands more easily.