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(by Andres Rojas)

A lot of people love Twitter and check in multiple times a day. To those people, forgive us for this opinion-piece, and understand: This is not a letter of bitterness to cause begrudging avoidance. This article is written to understand the strengths and weaknesses of your available options as a business marketing on social media.

Social media presents a golden opportunity for marketing your luxury hotel or resort – particularly if you’re tuned in to the latest hotel marketing trends.

And yet, despite their popularity, not every platform is worth your time and money. Twitter, in particular, is one social media company that the hospitality industry tends to overrate. 

With its massive user base, 330+ million monthly active users, Twitter sounds like the perfect place to promote your business. But the numbers themselves don’t tell the whole story. 

In fact, out of all the big social media platforms, Twitter is the last one you should be focusing on.

Why Twitter for Businesses Isn’t Worth Your Attention

Most People Don’t Follow Brands on Twitter

Twitter has a massive amount of daily users. So you’d think that would make it a good place to target your audience, right?

Well, according to Brandwatch, the top 10 most-followed Twitter accounts include names like:

Twitter accountTwitter followers
Barack Obama127 million followers
Justin Bieber113 million followers
Katy Perry109 million followers
Rihanna100 million followers
Cristiano Ronaldo90 million followers

Twitter is highly effective for celebrities and organizations that benefit from their words / opinions / thoughts / voices being heard, even if they’re brief enough to fit into 150 characters or so.

By comparison, the Four Seasons Bora Bora’s (one of the most luxurious and exclusive resorts in the world) Twitter account barely has 12,400 followers.

Needless to say, luxury and hospitality don’t sell nearly as much on Twitter as gossip and political controversy.

Twitter Is Brimming With Competitors

Competition is good for business. 

But when does competition become insanity? i.e. doing the same thing over and over – which is what everyone else is doing on Twitter.

According to Internet Live Stats, 500 million tweets are sent every day. Instead of vying for the top spot on a platform that values speech, spend more energy and focus on a platform that promotes aesthetic – platforms like Google, Instagram, Facebook (even Pinterest!). These platforms (besides Pinterest) have bigger audiences, and the main format of communication (beautiful settings and wish-fulfilling vacation imagery) is something your hotel has a stronger ability to stand out in.

Exhausting your resources to compete with a platform that values quantity over quality is not worth the return.

Twitter for Businesses Is Resource-Heavy but Offers Little ROI

Everybody’s marketing budget is limited. That’s why, to build your brand, you should spend your time and resources on the platform that drives in more leads and revenue – and Twitter definitely isn’t that platform.

The Twitterverse moves incredibly fast and is filled with interesting micro-content that is easy to digest.

Furthermore, you also have to make time to engage with every tweet, comment, and retweet that comes your way.

As you can imagine, this can easily strain your company’s human resources. That’s why only the largest brands can afford to sustain a comprehensive Twitter campaign.

But even if you tweeted with the frequency and consistency that the platform demands, your plan could still end blowing in your face.

Twitter Can Hurt Your Social Media Marketing Efforts in the Long Run

For the celebrities that dominate Twitter, “no publicity is bad publicity.” However, for hotel brands, the scariest thing about Twitter is that it lacks any way of editing a tweet. 

Indeed, even a minor scandal can damage a hotel’s reputation or jeopardize its ability to do business in a sensible market, irrevocably. Take the Marriott Hotel for example. 

Examples like these are a dime a dozen. Twitter is the online public square where companies, high-profile individuals, and the everyday man and woman meet to exchange ideas.

But that’s not necessarily a good thing – particularly in the increasingly racially and politically polarized world we live in. That’s why your best Twitter marketing strategy is to stay as far from it as you can.

It’s time you stop barking up the wrong tree. Focus your social media marketing efforts in the right direction.

Do the smart thing and hire a team that can do it for you – as if they are you.

Go Boutique

With nearly a decade of social media marketing experience, #lilac remains a boutique because we understand the value of focus. We appreciate the time and dedication it takes to implement authentic marketing with long-lasting results.

From copy and photography, to posting and engaging, #lilac provides the most fully saturated social media marketing services available on the market today.

Get in touch with us, let us show you the power of professionalism.

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