The experts define Social Media as “…online content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal, political and business use.”
And it is the latter – business use – that is the focus of this article today.
The following “do-it-yourself” overview and guide to employ Social Media to drive more vacation-shoppers to your Vacation Rental business is for more advanced and dedicated individuals. It definitely takes a time commitment to consistently perform – but beyond that, anyone can do it and you can get started today.
What Google Wants is What YOU Want!
Larry Page is the co-founder of Google – the world’s largest Internet company and most important search engine and online advertising technology. He defines the "perfect search engine" as something that "understands exactly what you mean and gives you back exactly what you want." Named after Larry Page, Google’s PageRank™ technology has changed the way searches are conducted with Google putting the most relevant and reliable search results first. That’s why Google is the Number 1 search engine and why their search Algorithm is so powerful.
To totally simplify why what Google wants, you want – it is all about content, keywords and links. That’s where Social Media comes in. Assuming that you have your Marketing 101 down pat and your Website is well optimized for the Search Engines, then exploiting Social Media is the next logical step to advance your progress in “being found” because it will add layer upon layer of content, keywords and links that will resonate with the Search Engines (and improve your PageRank in the process).
Social Media Includes…
Just as the Google Algorithm contains a multitude of channels and variables, your personal Social Media Algorithm (Socialgorithm) can and should leverage multiple online resources, including: Public and Personal Blogging, UGC (user-generated content), Online Video and Photo-Sharing Sites, Online Publishing and PR Sites, Personal & Industry Social Network Sites, Social Tagging/Bookmarking.
Public and Personal Blogging: Blogging should be the cornerstone of your online foray into Social Media as the search engines like nothing better than fresh content. If you are consistent, blogging will quickly improve your PageRank and drive more targeted vacation-shoppers to your site. TIP: Blog about your destination! Position your company and properties as the center of your destination universe. Write about shopping venues, restaurants, local events and local attractions. By definition, these are the “keywords” vacation-shoppers are searching for.
UGC (user-generated content): Today’s vacation-shopper is dramatically influenced by non-biased user reviews and testimonials; what was another family’s experience with your property and customer service? It is more important than what you say about your property. TIP: Integrate Trip Advisor and FlipKey into your site. Ask for and publish testimonials, both great and not so great. For the not-so-great experiences, make sure you “fix” whatever the problem is right away. Problems happen. Sometimes it is how you respond to those problems that differentiates you from the pack.
Online Video and Photo-Sharing Sites: This is perhaps the easiest of Social Media to leverage. TIP: Invest in a good camera that takes high resolution photos and videos. Create engaging, destination-centric titles and captions then post them on the usual suspects: YouTube, MetaCafe, Flikr, SnapFish, etc. Don’t forget to link to your videos and photos on your website and blog! And, like with blogging, make your visual subjects the local shopping venues, restaurants, events and attractions.
Online Publishing and PR Sites: Even if you are not the sponsor of a local event or attraction, create a special offer connected to the event or attraction and publish it on the myriad of free online publishing and public relations sites. TIP: While there is a cost involved, consider sites like PRWeb and Businesswire who will distribute your press releases globally for a fraction of the cost of traditional media. There are other sites like Ezine Articles where you can publish “expert” articles on your destination and specialties and truly standout with vacation-shoppers and search engines.
Personal & Industry Social Network Sites: The Facebooks and Twitters of the online world are definitely paying off for many Vacation Rental firms; and you can now even insert your online branding within these sites. Again, remember to post links to your blog articles, photos and videos here. TIP: Create a LinkedIn page for yourself and then join Industry Groups like Discover Vacation Homes and Vacation Rental Professionals and start networking with like-minded industry insiders.
Social Tagging/Bookmarking: Bookmarking is one of the oldest and most effective ways to connect online. Some popular bookmark sites are Digg and del.icio.us. TIP: Like all of the social networking ideas above, Bookt can help you make-it happen! In this category, Bookt provides what are called “link bait” widgets for your site to make it easy for visitors to add and share your site through simple bookmarking functionality.
Bookt is not a Website company. We are an Online Success company. Exploiting Social Media should be on your roadmap to Online Success. It's on ours and we will help you find your way. For fun and PROFIT!
About the Author: Joel Fellman is Bookt’s internal ‘champion’ of the Vacation Rental Industry and works with clients in a consultative way, helping match Bookt’s advanced platform capabilities with a client’s specific business requirements so they may solve their problems, gain a sustainable competitive edge and grow their business. Joel studied Hospitality at UNH. He is responsible for lead capture and conversion for hundreds of property agents/firms, helping drive their online success. Joel has 25 years experience in pharmaceuticals, biotechnology, IT and internet marketing leadership. Call 1-800-941-0868 x 934 or email joel@bookt.com for a free, no-obligation chat and demo.