Most hoteliers know they should be implementing Facebook and other social media channels into their marketing efforts. And while knowing is half the battle, taking action on Facebook can seem a daunting task, especially depending on the size and resources of the hotel. What’s more, when page administrators log in to update the hotel’s Facebook page, they are bombarded with recommendations to pay Facebook in order to see a higher return. Potential ads for your page show up on the side, along with pop-ups to promote the page, drop-downs 
to boost each post, and more. Facebook pages do grow quicker in number of fans the more money you put into the social media giant, however, there are still ways to grow your Facebook community organically and without pushing your hotel’s marketing budget.
1. Register your Facebook page.
Registering your Facebook page means moving from the “www.facebook.com/pages/your-hotel-name/2332018301” URL to something as simple as “www.facebook.com/your-hotel-name.” Not only does it help your Search Engine Optimization, but you can easily tell someone the link to your Facebook page without confusing him. And doesn’t it just look cleaner? The process for registering your page is simple and can be done within just a few moments. If your hotel has a Facebook page but it is not registered, that is without a doubt your next step.
2. Optimize your listing.
The phrase “optimize your listing” gets thrown around a lot when it comes to online marketing and while it may sound time-consuming, it can be a fairly intuitive and painless process. Because of the way Facebook integrates with Google, not to mention with the functionality of Facebook’s Graph Search, incorporating keywords into the About section on your page is imperative. On your hotel’s Facebook page, under the profile picture where it reads “About,” check to see if the description is filled out. Is all the basic info there? Is your website listed? Inputting these seemingly-minor details can have a big impact on who finds your page organically!
3. Upload photos.
Many social media marketers say that Facebook’s EdgeRank algorithm favors photos by showing them higher in users’ news feeds. This issue has been hotly debated, and while it may or may not be true, what matters the most is what resonates the best with your community. Travel is inherently graphic, so doesn’t it only makes sense that your Facebook fans want to see photos? Upload a compelling cover photo and profile picture for your page – it is the first thing your fans will see, after all. Share photos of your property, your city, local attractions, your staff, etc. on a regular basis. Remind your fans why your property is worth a visit and why your local area deserves their attention! Many hoteliers struggle with the idea that all photography should be professional, and while this is a solid strategy for photography on the website, with all the tools available to you on your Android phone or iPhone, most photography is acceptable on Facebook. Use Facebook’s Page Insights to see what type of content your community likes, and go with it!
4. Use hashtags.
Facebook recently added linked hashtags in its posts and now allows users to search for hashtags to find content. The implications of this relatively new addition to the social network are still being explored, but it is a great way to categorize your status updates and there is a lot of potential for people to organically come across your page based on what hashtags you use. Use hashtags related to your city or events with whom you’ve partnered to bring in not only new page fans but new potential guests. Remember not to use too many hashtags, and only include those that are the most relevant.
By following these simple tips, your hotel’s Facebook presence will grow and you will attract the right audience. Above all, remember that it’s not about the quantity of your fans. If your fan count is slightly lower than you were hoping for, but your existing fans are engaging with you and actually booking nights at your hotel, you should consider your Facebook efforts a success.