Today's Hotelier - September 2017 - 51

 6-MINUTE READING TIME

OU'VE HEARD IT
before: Content is
king. LinkedIn reports
that internet users produce
over 4.6 billion pieces of content daily, and much of that
content is posted on social media websites. Publishing on social media helps
boost your company's visibility and
increase engagement with audiences.
Did you know that some of the most
compelling content that can drive social
media users to you is already created?
User-generated content is the newest
secret weapon for marketers.
Over half of Facebook users report
that friends' photos inspire their travel
plans. What other people are saying and
sharing online about a hotel matters in
influencing future travelers. To capitalize on existing content about your hotel,
you must find and share user-generated
content (UGC) that will captivate your
audience and spread the travel bug.

WHAT IS
USER-GENERATED CONTENT?

HOW TO
SHARE
INSTAGRAM
CONTENT

Simply put, UGC is content that people
create and share about their experience
with your brand. Seventy percent of people update their social media status or
share photos while they're on vacation,
so there is plenty of UGC shared every
day. When someone checks-in to a place
on Facebook, posts a geotagged photo
on Instagram or tweets about an experience, UGC has been created. Paying
attention to what's posted online near
and about your hotel is called listening.
While listening on social media gives
you an important opportunity to provide customer service, you
should also be using social
to seek out content created
by guests while staying at
your property. Sharing UGC
is instrumental in inspiring your online following to
book a trip, and it's easy to
integrate with your brandcreated social media content.

WHY DOES IT MATTER?
The reason UGC is so vital for a brand
is because a person is putting their
own stamp of approval on something
they share. The major benefit of UGC is
that consumer-shared content is more
trusted than brand-created content. By
providing a stellar hotel experience, you
can earn public endorsement online
from your guests.
According to Nielsen, earned media is
the most trusted form of advertising -
it beats out all forms of traditional paid
advertising and online advertising. In fact,
85 percent of users find visual UGC more
influential than brand photos or videos.

HOW TO SHARE UGC
It's easier than ever to find content
shared from your brand. Here are a few
common ways to find what people are
sharing about you:
Facebook: On your business page, navigate to Notifications > Activity to see
Check-Ins and Mentions. Use the Share
button to share as your page. Just make
sure you're sharing to your page as the
business, not as your personal account.
Instagram: Use the search bar to
type your hotel name to find photos
posted from your location. Also, try
searching for a variety of hashtags
(try: #hotelnamecityname).
Twitter: Search for your company name
in the Twitter search bar just as you would
on Google (try different variations, such
as "hotel name city name"). Anything
people tweet with those words will come
up, even if they didn't use hashtags or @
mention you. Use the retweet button (two
arrows) to share a tweet.

UGC SHARING
BEST PRACTICES
Once you've found these photos and videos, you might be tempted to simply save
the content and share it on your profile.
However, there can be weighty consequences for violating digital copyright
laws by misusing online content - even
when you're taking something that was

TODAYSHOTELIER.COM | SEPTEMBER 2017 | 51


http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - September 2017

Our National Parks: Still Beautiful but in Need of Repairs
Sustainability Steadily Becoming Part of Lodging Industry Dna
Energy Efficiency Good for Wallet – and Guests
Aahoa Interview
Technology
There’s More to Led Conversions Than Just Cost Savings
Case Study
Aahoa Interview
Small Business
Housekeeping
Property Taxes
Leadership
Marketing
Finance q&a
Back of the House
Final Thoughts
Letter From the Chairman
Letter From the President & CEO
Aahoa Founding Members
Aahoa @ Industry
Classifieds
Advertiser Index
Today's Hotelier - September 2017 - intro
Today's Hotelier - September 2017 - cover1
Today's Hotelier - September 2017 - cover2
Today's Hotelier - September 2017 - 3
Today's Hotelier - September 2017 - 4
Today's Hotelier - September 2017 - 5
Today's Hotelier - September 2017 - 6
Today's Hotelier - September 2017 - 7
Today's Hotelier - September 2017 - 8
Today's Hotelier - September 2017 - 9
Today's Hotelier - September 2017 - Letter From the Chairman
Today's Hotelier - September 2017 - 11
Today's Hotelier - September 2017 - Letter From the President & CEO
Today's Hotelier - September 2017 - 13
Today's Hotelier - September 2017 - Our National Parks: Still Beautiful but in Need of Repairs
Today's Hotelier - September 2017 - 15
Today's Hotelier - September 2017 - Sustainability Steadily Becoming Part of Lodging Industry Dna
Today's Hotelier - September 2017 - 17
Today's Hotelier - September 2017 - 18
Today's Hotelier - September 2017 - 19
Today's Hotelier - September 2017 - 20
Today's Hotelier - September 2017 - 21
Today's Hotelier - September 2017 - Energy Efficiency Good for Wallet – and Guests
Today's Hotelier - September 2017 - 23
Today's Hotelier - September 2017 - 24
Today's Hotelier - September 2017 - 25
Today's Hotelier - September 2017 - Aahoa Interview
Today's Hotelier - September 2017 - 27
Today's Hotelier - September 2017 - 28
Today's Hotelier - September 2017 - 29
Today's Hotelier - September 2017 - Technology
Today's Hotelier - September 2017 - 31
Today's Hotelier - September 2017 - There’s More to Led Conversions Than Just Cost Savings
Today's Hotelier - September 2017 - 33
Today's Hotelier - September 2017 - 34
Today's Hotelier - September 2017 - 35
Today's Hotelier - September 2017 - Case Study
Today's Hotelier - September 2017 - 37
Today's Hotelier - September 2017 - Aahoa Interview
Today's Hotelier - September 2017 - 39
Today's Hotelier - September 2017 - Small Business
Today's Hotelier - September 2017 - 41
Today's Hotelier - September 2017 - Housekeeping
Today's Hotelier - September 2017 - 43
Today's Hotelier - September 2017 - Property Taxes
Today's Hotelier - September 2017 - 45
Today's Hotelier - September 2017 - Leadership
Today's Hotelier - September 2017 - 47
Today's Hotelier - September 2017 - 48
Today's Hotelier - September 2017 - 49
Today's Hotelier - September 2017 - Marketing
Today's Hotelier - September 2017 - 51
Today's Hotelier - September 2017 - 52
Today's Hotelier - September 2017 - 53
Today's Hotelier - September 2017 - Finance q&a
Today's Hotelier - September 2017 - 55
Today's Hotelier - September 2017 - Back of the House
Today's Hotelier - September 2017 - 57
Today's Hotelier - September 2017 - 58
Today's Hotelier - September 2017 - 59
Today's Hotelier - September 2017 - Aahoa Founding Members
Today's Hotelier - September 2017 - 61
Today's Hotelier - September 2017 - Aahoa @ Industry
Today's Hotelier - September 2017 - 63
Today's Hotelier - September 2017 - 64
Today's Hotelier - September 2017 - Classifieds
Today's Hotelier - September 2017 - 66
Today's Hotelier - September 2017 - 67
Today's Hotelier - September 2017 - 68
Today's Hotelier - September 2017 - 69
Today's Hotelier - September 2017 - 70
Today's Hotelier - September 2017 - 71
Today's Hotelier - September 2017 - 72
Today's Hotelier - September 2017 - 73
Today's Hotelier - September 2017 - 74
Today's Hotelier - September 2017 - Advertiser Index
Today's Hotelier - September 2017 - Final Thoughts
Today's Hotelier - September 2017 - 77
Today's Hotelier - September 2017 - 78
Today's Hotelier - September 2017 - cover3
Today's Hotelier - September 2017 - cover4
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