Facebook Management

Facebook Management

How to Increase Reach on Facebook:
A Success Story from Incite Response and the Brown Palace Hotel and Spa

In one year, Incite Response grew reach for The Brown Palace Hotel and Spa by 1,100%. From January 2014 to January 2015, the average post reached approximately 250 people a day. That number is not terribly low, but when you take into consideration that the hotel is a Denver icon, it should have been higher. Incite Response took over management of the page on January 30, 2015 and implemented their best practices based on tireless research of the inferred inner workings of Facebook’s reach algorithm. On January 31, 2016, the average post reach had grown to an astonishing average of 3,000 people a day. This was accomplished with only minimal spend – less than an average of $150 a month. Considering most hotels spend upwards of $500 a month on Facebook, it’s clear you don’t have to spend your way to success.

Understanding that highly targeted people tend to convert into guests more often, every effort made was targeted using Facebook’s truly incredible targeting tools.

Fan growth was a secondary goal for the hotel and a budget was not set for this. Through other means of growing the fan base such as cross-promotion with Denver businesses, etc., the fan base growth doubled year-over-year. On January 30, 2015, the Brown Palace Hotel and Spa’s Facebook page had 16,672 fans. One year later, the page had 18,709 fans.

How did we do this? Without giving too much away, here is the secret to our success, not just with The Brown Palace, but with all our social media clients:

Tireless research on hot and relevant topics for posts
• Creation of posting schedule including licensing and purchasing relevant images and using onsite photos
Sharing content to and from other Facebook pages as required for optimal reach
• Contacting representatives of other Facebook pages for cross-promotion (either one-time or ongoing)
Responding to each and every fan’s interaction on page (comments, private messages, posts to page)
• Staying current on best practices for Facebook through weekly research
• Creation and delivery of monthly social overview (AAG reports) and any other requested reports to keep the onsite staff informed and involved

Social media is no longer an option for hotels. We are in the age of social marketing. Social media is now where people decide where to stay and seek a personal connection through messaging or commenting or reading current posts before they click book now. Our Cloud Social Response Team now personally responds to hundreds of past, current and future guests through pages we manage each month. For a hotel to decide to lightly manage their page or ignore it altogether is saying goodbye to revenue!

Let us show you your hotel’s social media potential. Write to us at lmetze@inciteresponse.com.

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