Social Media Manager of Hospitality Persona

Role of The Social Media Manager

Job Title(s): Social Media Manager, Digital Marketing Specialist, Content Strategist
Department: Marketing
Reporting Structure: Reports to the Marketing Director or Chief Marketing Officer (CMO)
Responsibilities:

• Developing and executing social media strategies to enhance brand awareness and engagement.
• Creating, curating, and managing published content (images, video, written).
• Monitoring social media channels for trends, customer feedback, and brand mentions.
• Collaborating with other departments (e.g., sales, customer service) to align messaging and campaigns.
• Analyzing social media metrics and adjusting strategies based on performance data.
• Managing social media advertising campaigns to drive traffic and conversions.
  Key Performance Indicators:
• Engagement rates (likes, shares, comments) on social media posts.
• Growth in social media followers and audience reach.
• Conversion rates from social media campaigns to bookings or inquiries.
• Customer sentiment analysis and feedback from social media interactions.
• Return on investment (ROI) for paid social media advertising campaigns.

Additional Persona Notes: Focuses on building a community around the brand, utilizing scheduling tools, analytics platforms, and content libraries to streamline efforts and maximize impact.

Goals of A Social Media Manager

Primary Goals:

• Increase brand awareness and reach across social media platforms.
• Enhance guest engagement through interactive content and timely responses.
• Drive direct bookings through social media campaigns and promotions.

Secondary Goals:

• Build a loyal online community of guests and followers.
• Monitor and manage online reputation through reviews and feedback.
• Collaborate with influencers and partners to expand audience reach.

Success Metrics:

• 15% increase in social media followers across all platforms.
• 20% increase in engagement rates (likes, shares, comments) on posts.
• 25% increase in website traffic from social media referrals.
• 10% growth in direct bookings attributed to social media campaigns.
• 90% positive sentiment in social media mentions and reviews.

Primary Challenges:

• Creating engaging content that resonates with diverse audiences.
• Staying updated with rapidly changing social media trends and algorithms.
• Managing multiple social media platforms effectively and efficiently.

Secondary Challenges:

• Limited budget for social media advertising and tools.
• Coordinating with other departments (e.g., marketing, sales) to align messaging.
• Measuring the ROI of social media efforts accurately.

Pain Points:

• Difficulty in maintaining a consistent brand voice across various platforms.
• Handling negative feedback or reviews in a timely and professional manner.
• Balancing the need for creativity with the demands of analytics and reporting.

Primary Motivations:

• Building a strong online presence for the brand.
• Enhancing guest engagement and interaction through social media.
• Promoting the brand’s unique offerings and experiences.

Secondary Motivations:

• Increasing brand loyalty and customer retention.
• Attracting new guests through creative content and campaigns.
• Staying ahead of industry trends and competitor strategies.

Drivers:

• Passion for storytelling and creating engaging content.
• Desire to connect with guests and build community.
• Commitment to leveraging data analytics to improve social media strategies.

Primary Objections:

• Budget constraints for social media advertising and campaigns.
• Difficulty in measuring ROI from social media efforts.
• Concerns about negative feedback and managing online reputation.

Secondary Objections:

• Uncertainty about the effectiveness of new social media platforms.
• Resistance from management to invest in advanced social media tools.
• Lack of time and resources to create high-quality content consistently.

Concerns:

• Staying updated with ever-changing social media algorithms and trends.
• Ensuring brand voice consistency across multiple platforms.
• Managing guest expectations and interactions in real-time.

Preferred Communication Channels:

• Email for official communications and updates.
• Social media platforms (e.g., Instagram, Facebook, Twitter) for brand engagement and audience interaction.
• Direct messaging on social media for quick communication with influencers and partners.
• Video conferencing tools (e.g., Zoom, Microsoft Teams) for team meetings and collaboration.
• In-person meetings for strategy sessions and networking opportunities.

Information Sources:

• Hospitality industry blogs and websites for the latest trends and insights.
• Social media marketing webinars and online courses for skill enhancement.
• Industry conferences and events to network and learn from peers.
• Analytics and social media management tools for performance tracking.
• Online forums and communities focused on hospitality marketing.

Influencers:

• Social media influencers in the travel and hospitality sectors.
• Marketing thought leaders and authors who specialize in digital marketing strategies.
• Industry experts and consultants who provide insights on hospitality trends.
• Popular travel bloggers and vloggers who can amplify brand messaging.
• Brand ambassadors who have a significant following and resonate with the target audience.

Key Messages:

• Enhance guest experiences through engaging content.
• Showcase unique offerings and local attractions.
• Build a community around the brand by encouraging guest interaction.
• Promote special events, packages, and seasonal promotions.
• Share authentic guest testimonials and stories.

Tone:

• Welcoming and friendly.
• Informative and helpful.
• Engaging and enthusiastic.

Style:

• Visually appealing with high-quality images and videos.
• Conversational and relatable.
• Consistent branding and messaging across all platforms.

Online Sources:

• Social Media Examiner
• Sprout Social Insights
• Hootsuite Blog
• HospitalityNet
• Skift

Offline Sources:

• Industry conferences and trade shows
• Networking events with local hospitality businesses
• Workshops and seminars on digital marketing
• Printed hospitality industry reports

Industry Sources:

• American Hotel and Lodging Association (AHLA)
• National Restaurant Association (NRA)
• Travel Industry Association (TIA)
• Hospitality marketing agencies
• Industry research firms like STR and Phocuswright