The benefits of an in-house team
When you have an in-house team, your social media presence is handled by people who live and breathe your brand. They are on-site at your hotels, capturing real moments and interacting with guests in real-time. This is hard for an agency to match. However, the cost of an in-house team is fixed and high. You need to be sure that your brand needs that level of daily, on-the-ground presence to justify the expense.
The strengths of an agency partner
An agency brings experience from other hotel groups. They know what works and what doesn't. They can bring a level of professional polish that an in-house team might take time to develop. But agencies can be expensive, and they don't always have the pulse of your specific properties. You have to work hard to keep them aligned with your brand voice. This is a cost of time that you should include in your decision.
The case for a managed network
Neither an agency nor an in-house team necessarily solves the problem of reach. They are both focused on managing your primary channel. A managed content network is different. It distributes your content across many accounts to drive massive reach. You can use it alongside your existing social media strategy. It's not an either-or choice. It's a way to add a layer of growth that is separate from your agency or in-house team.
Deciding on your strategy
Look at where your brand is struggling. Is it content quality? Is it community engagement? Is it visibility? If it's visibility, a managed network is your best bet. If it's brand voice and guest engagement, then an in-house team or a boutique agency is the way to go. Most founders find that a lean in-house team, supported by a network for reach, is the most successful combination for a hotel group.
Build an in-house core for your brand voice, then layer on a managed content network to drive the reach and growth your properties need.
See your network before you hire.
Tell us what your hotel group already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What if an agency takes over everything?
Make sure you keep control of your brand identity and your core customer relationships. Never outsource your brand soul.
How can I compare the costs fairly?
Include all benefits and overhead for in-house, and include all management and content fees for agencies. It is often closer than you think.
Can I use an agency to manage the network?
Yes, but ensure they are actually the ones doing the work and not just outsourcing it themselves to a provider.