The Strategic Audit
Start by reviewing the data. Are you hitting your goals? If not, why? Often, the issue is that the content does not reflect the premium nature of your brand. You might be targeting the wrong audience or using the wrong tone. Conduct a thorough review of what has been posted over the last six months. Does it accurately portray your hotel group? If you cannot answer that with a clear yes, you need to change your approach. Align your digital presence with your long-term vision for the group, not just short-term trends.
Mitigating Brand and Operational Risk
Underperformance can sometimes be masked by risky tactics. If your team is cutting corners or using questionable methods to get growth, you are putting your brand reputation at stake. Audit your compliance and your brand guidelines. Ensure every post is safe and aligned with your core values. If the current team is not capable of maintaining these standards, you need to look for more professional support. The goal is to build a reputation that lasts, not to get a short-term spike in engagement through risky, unvetted tactics.
Leveraging New Distribution Models
If you are struggling to get reach, change how you distribute your content. Consider a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This provides a more sustainable way to reach your audience and can often yield better results than relying on a single, stagnant account.
Rebuilding the Growth Framework
The final step is to build a new growth framework. This should clearly state the expectations for your social team, the KPIs they must hit, and the reporting structure. You need transparency. If you cannot track the success of your social media, you are flying blind. Implement a system where you can see real-time data on how your brand is performing. This gives you the ability to make informed decisions and pivot quickly if something is not working. Do not rely on promises; rely on data and clear, actionable results.
When social media fails, audit your strategy for alignment and risk, then implement a data-backed, high-leverage growth model.
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Follow-up questions
Is a complete overhaul necessary?
Usually, yes. If the foundation is weak, you are just building on sand. Start with a fresh strategy and clear KPIs for your team.
How can I avoid future underperformance?
Build a culture of accountability. Ensure your leadership team reviews social performance as part of your regular business updates.
Is TIDE a low-risk option?
TIDE assumes the operational risk of managing many pages. It allows you to grow reach without having to manage the complexity of it in-house.