Social media content themes are specific types of content shared via social media. The key is to consistently feature a variety of content that is aimed at attracting your target audience, the type of guests you serve.
No two bed and breakfast inns are alike. However, there are some common social media content themes that work well for a wide range of accommodations.
Potential guests like to see what amenities are available to them during their stay. Be sure to show pictures of amenities such as private hot tubs and pool tables.
Behind the Scenes
Since people are naturally curious, showing a sneak peek at something (like preparing for an event) is quite popular. Show details like table settings.
Always share your blog posts on social media. By regularly blogging and sharing blog posts on social media, you will have a strong online presence.
Feature what you want your inn to be known for including your logo and slogan which represent your hospitality business. Only share messages you want associated with your brand.
Showcase events that your inn hosts. Whether they are private events or events open to the public, by featuring these events in social media, you draw attention to your inn.
Perhaps you offer a complimentary wine and cheese social time every day. Maybe you offer the option for breakfast to be delivered to guest rooms. Be sure to show evidence of your unique hospitality touches.
Show off holiday decor at your inn and share upcoming holiday-related activities in your area. The holidays are a great thing to promote in social media. In fact, having holiday-themed pin boards on Pinterest is really popular.
Extending generous hospitality should be a part of your signature as an accommodations provider. Be sure to share guest testimonials that thank you for your hospitality.
Everyone likes to laugh now and then. It is okay to feature something funny as long as it is clean and appropriate.
It is okay to occasionally promote extra products and services your guests can purchase. Be sure to feature images of these products and services to grab the attention of those on social media.
Since people often choose their location BEFORE they choose their lodging, it follows that you should promote your local attractions. Be sure to feature what draws most people to your local area.
To support your fellow local businesses (including restaurants and shops), it is always a good idea to promote (and tag them) in social media. You may want to arrange for exclusive deals your guests receive (like a coupon for free dessert at local restaurant).
Is your area known annual events that take place every year? Festivals, marathons, performances that regularly occur are great to promote.
If you (or your inn or your town) is celebrating a milestone (like 20 years in business), then by all means feature that in your social media. With their permission, you can even feature the milestones your guests are celebrating (such as birthdays, anniversaries, and promotions).
Social media networking occurs as you interact with your public. This includes previous guests and potential guests as well as local organizations with whom you want to keep in touch (such as your Chamber of Commerce or local Welcome Center).
Niche related topics
This depends upon the types of guests your inn wants to attract. Your inn could be pet-friendly, on a farm, near famous attractions, attract adventure lovers, and/or being historic. Feature those things that attract those types of guests. Pictures are very helpful in attracting potential guests to your social media.
These could be special occasions for your overnight guests or private events you host. If there is a specific theme to your celebration (ex: costume party), you can let your social media audience know that as well.
Feature your guest packages on social media. Show pictures of what comes with each package (like a romantic package that includes rose petals scattered on their bed).
Almost every post should have an attractive or attention-getting picture with it. Wow your guests by letting them see what they will experience. Professional photographs are essential to attracting guests.
Be sure to feature any positive press you receive. You can also set up a Press Kit on your website, which lists links to every mention of your inn in the media. You can provide the name of the person to contact for interviews.
Whether you have your own gift shop or sell a handful of things like T-shirts and coffee mugs, you can share the occasional picture of your merchandise. Of course, for every promotional post or tweet, you should have four or five social media shares that are not.
Always share something that enhances your reputation such as your high average guest rating. If you are a member of Select Registry or a bed and breakfast association, be sure to include that in social media as well as the logos on your website.
Guests love to get a look at where they are staying BEFORE they book their rooms. Professional photographs of all of your rooms and guest bath rooms are essential to attracting guests.
Engagement happens when people interact with your content. By asking your social media audience questions, you are encouraging them to respond and interact with you.
Quotes are always popular. They could be said by a famous or notable person or centered around topics such as love and travel.
Be willing to share some of your most popular recipes in social media or provide information if you or your B&B association offers a cookbook. Be sure to share pictures along with your recipes.
You can promote the seasons in social media. These can be outdoor pictures as well as decor pictures. You can offer seasonal packages or specials as well.
Stories are memorable. When you share your own story (how you became an innkeeper) or the stories of your guests (like the couple who returns every year to your inn), you develop a connection with your readers.
Testimonials are a great way to share the awesome things guests are saying about you (without being the one to brag about it)! People trust reviews from guests who have stayed with you. That is why guest satisfaction is so important.
On Twitter, there is always a list of trending topics. If there is something trending that is positive, and you'd like to mention it, then you can.
Make getting to know more about your inn or your location fun with trivia facts you can share in social media. Some social media contest have guests guess how many of something is in the glass jar (like jellybeans) and the closest answer wins something like a free overnight stay.
If a guest shares a great picture they took and gives you permission to post it, then by all means do so and be sure to give them credit for their image. You can also share guest comments you have received. If they wrote their comments in a guest book, you can take a picture of their comments.
Video content is in high demand. According to the Wall Street Journal, over one billion hours of video are watched on YouTube each day.
By consistently varying your social media content themes, you will attract (and/or maintain) a high social media following. Innkeepers, would you rather focus on your guests than do social media and/or blogging? Contact Kristi Dement of Bed and Breakfast Blogging today!
Image by Marcus Berg of Unique Angles Photography