Understanding Facebook Messenger and Its Importance in the Hospitality Industry

It is amazing that a social networking site that was originally created for college students is now the most prominent social site used to connect and share with family and friends online. What’s more amazing is its broad use across generational lines. While young adults led the way as early social media adopters, usage by older adults has increased over time.  According to Pew Research Center, Facebook is the most-widely used of the major social media platforms, and its user base is most broadly representative of the population as a whole. It has taken the lead in supplying every generation a platform to communicate via their smartphones easily and according to their preference.

A study by Recode shows that of the overall 2.13B Facebook users many also utilize WhatsApp (1.5B), Messenger (1.3B) and Instagram (800M) – all three apps are owned and managed by Facebook. In spite of losing users due to recent controversies, Facebook still holds a large portion of market share in the social media space.

According to eMarketer, by the end of 2018, 78% of the world’s smartphone users will message every month.  In addition, they are projecting by the end of 2021, these numbers will reach to 96%.  An astonishing fact is that 51% of those surveyed said that messaging had replaced every other form of Social communication for them.

How does this affect our Marketing strategies moving forward?  There are steps that Hoteliers need to take to stay on top of these trends:

• Keep an eye on your Facebook Messenger (which is connected to your Facebook Inbox) throughout the day. Show guests you care by connecting with them in real-time to answer any questions they may have.
• Keep posts fresh on your Instagram page – some studies show that a best practice is to post at least 5 times per week.
• Request permission from guests to re-post their photos and comments on your Social Media pages. User-generated content can be very effective because potential guests can take note of how others have experienced your hotel or restaurant.
• Do not post the same message on your Facebook page as you do on your Instagram page. It may be easier and saves you some time, but your guests will notice.

In the end, you want to engage with your past, present and future guests and make them your “cheerleaders” in social channels.  With the tremendous growth in the use of messaging applications, here are some benefits that Facebook wants you to keep in mind.

Acquire Customers:  Messenger helps you simplify customer acquisition by providing a direct, conversational way for people to take action where they already spend their time.

Ease of use:  Business messaging offers clear practical benefits because it is a convenient channel for people to reach your business.

Drive Awareness: Building an experience on Messenger can help get your business, product or service get in front of more people. Whether you’re launching a new product or driving awareness, conversation creates a meaningful connection with your business.

Confidence in your Hotel:  Among people surveyed who message businesses, the majority say being able to message a business helps them feel more confident about that business.

Show your guests you care: Integrating Messenger into a customer service strategy allows customers to communicate with your business on their terms. No more waiting on hold or keeping website windows open. And the conversation stays in Messenger, an easily accessible spot for questions and re-engagement.

Modern way to communicate:  More than 1 in 2 people surveyed globally consider business messaging the modern way to communicate which will help you stand you out from the rest.

Do You Need a Strategic Partner?

At iResponze, we understand the Hospitality industry and how Social Media trends can affect your business for years to come. We would welcome the opportunity to show how we can meet the challenge for you and your staff with a customized package to fit your needs, leaving you with more time to interact with the guests in front of you. Contact us for a free consultation today.