Facebook. Twitter. Instagram. Piece of cake right? Everything is fun and games on social until you’re posting on behalf of a company…then the panic sinks in. Every post has to be crafted to perfection to guarantee your succinct message captures your TARGET audience while being on brand and grammatically correct. With that being said it’s A LOT harder than it looks to be a social media guru. This past summer I had the opportunity to dive into the social media corporate world at the Westin Boston Waterfront hotel as the Marketing Intern and learned more than I could have ever imagined about social media.
My journey started out with research and lots of it. Since the hotel was situated in the heart of the Seaport area I wanted to showcase events around the Boston area. In addition to Boston events, I looked into finding articles that related to the Westin brand and what we represented as a company. For example, Westin puts high emphasis on being a better you. I would look into articles about how to be stress-free or how to eat well in order to fit brand criteria. Once I had the content, it was time to generate posts for both platforms, Twitter and Facebook. DUN DUN DUN. Some of my thoughts on the process: Am I being creative enough? Does this picture go with this post? Is my post too long? Am I being grammatically correct and citing all of my sources? Am I posting at peak times or not? Is this post on brand? Etc…As you can see everything matters when you are formulating a post because essentially ANYONE can see it and you are representing a brand. To add on to that there is always that small chance you could tank your reputation or even the entire company’s from a misinterpreted post…stressful right?!
At the end of the day though, the whole process is quite rewarding. Each time your post gets a like or a retweet you can’t help but crack a smile and know that all of your hard work has paid off. It makes you even happier when you can interact with guests before they even arrive and make their stay that much more memorable. Even though it was a struggle at first to adapt to social media in the business world, I have grown to secretly love it. Social media is the marketing tool of the present and more importantly of the future. With the rising presence of all businesses in the social world it will become a primary way of marketing products and communicating with customers on a 24/7 basis.
(Social Media Infographic courtesy of AlleyWatch.com)