Social media has become an indispensable tool for engaging with customers, building brand loyalty, and driving sales for any brand. However, just as it can be a powerful asset, it can also become a liability if not managed correctly. As a digital marketing agency, we’ve seen firsthand the impact that social media can have on a business’s reputation—both positive and negative. In this post, we’ll explore some common social media mistakes that can trip up even the most professional marketers and offer tips on how to avoid them.
Mistakes to Avoid on Social Media for Hospitality Professionals
1. Ignoring Your Followers? A Big Social Media Mistake!
One of the major social media mistakes we often see in the hospitality industry is not engaging with customers – you can’t just ignore them. It’s usually not because businesses don’t care—let’s face it, the hospitality world is always on the move, and finding time to chat online can be tricky. If you have a marketing team, fab! They can handle this for you. But if you’re flying solo or working with a small team, it’s still crucial to remember that social media isn’t just about posting pretty pictures of your hotel, restaurant, or venue. It’s about connecting with your followers. Social media is a two-way street; people expect more than just a visual treat—they want to feel heard and valued.
2. Being All Over the Place with Your Posts
Consistency is key when it comes to maintaining an effective social media presence. Unfortunately, many businesses in the hospitality industry fall into the trap of inconsistent posting—either flooding their feeds with content for a few weeks with multiple posts per day and then going silent for months. This inconsistency can be a significant social media mistake. We get it—posting regularly can be tough. But if your schedule looks like you’re running a pop-up social media shop, maybe it’s time for more planning!
3. Pushing Too Many Promotions and Not Enough Interaction
Ease up on the aggressive sales pitch—it’s a turn-off for most people! While using social media solely as a sales tool might be tempting, bombarding your audience with constant promotional posts can drive them away. If your posts are always about booking rooms, dining specials, or event promotions, followers may feel overwhelmed and disengaged, which could lead to losing them altogether. Instead of just pushing for sales, find ways to explain your services in a more engaging and less pushy manner—there are plenty of ways to do it.
4. Brushing Off Negative Feedback
No business is safe from negative feedback, but it’s how you respond to it that really counts. Ignoring complaints or deleting negative comments can hurt your brand’s reputation and make customers lose trust. In the hospitality industry, where customer experience is everything, mishandling criticism on social media can be especially damaging. You don’t want to be that brand that avoids taking responsibility!
5. Not Highlighting What Makes You Unique
Standing out on social media can be challenging for any brand, especially in the hospitality industry. Many businesses need to pay more attention to highlighting what makes them unique. A common reason they don’t post about their distinctive features and amenities is that they’re trying to copy what competitors are doing instead of focusing on what sets them apart. It’s all about showcasing your unique value proposition (UVP).
How Vila Vita Parc do it
Take this luxury resort, for example. Vila Vita Parc found a unique way to stand out by featuring their awards on Instagram Highlights. But what really sets them apart is their focus on gastronomy. They’ve made this a key selling point with a two Michelin-star restaurant on the resort. They frequently collaborate with other Michelin-starred chefs and make sure to highlight this across all their marketing channels, especially on social media.
6. Using Low-Quality Images and Videos
In the hospitality industry, first impressions matter, and your visuals play a huge role in that. Posting blurry, poorly lit, or just plain unappealing photos on social media can seriously hurt your brand and drive potential customers away.
Fat Hippo Restaurant Visuals
The Instagram grid of the Fat Hippo account features vibrant, high-quality images that immediately catch the eye. The aesthetic is bold and indulgent, with each photo showcasing the food in a way that makes it look irresistibly delicious. The images are well-composed, with the dishes taking centre stage.
The lighting is excellent, enhancing the details of the food—like the crispness of the fried chicken, the melting cheese, and the perfectly golden buns – Tasty! These elements are crucial because social media, especially in the hospitality industry, relies heavily on visual appeal to attract customers. Good photography can make a dish look more appetising, creating a strong desire in viewers to visit the restaurant and try the food for themselves.
Great visuals can be a deciding factor for someone choosing between dining options, making professional-looking photos a worthwhile investment. This feed does an excellent job of creating a crave-worthy experience that encourages interaction and visits to the restaurant.
Another common mistake is that sometimes restaurants get caught up in using stock images too often, and that’s a big mistake to avoid for your place. Customers can tell when something isn’t genuine. When you rely on stock photos, you’re not showing the true essence of your restaurant or what makes it special. People notice the lack of authenticity, and it can really hurt their trust in your business.
7. Not Taking Advantage of User-Generated Content
User-generated content (UGC) is a goldmine for hospitality businesses, yet many fail to use it effectively. UGC provides authentic content and builds a sense of community around your brand. Ignoring UGC or not encouraging it can mean missing out on valuable engagement opportunities.
8. Falling Behind on Social Media Trends
Social media trends evolve rapidly, and what worked last year might not be as effective today. Staying stuck in old strategies or failing to adapt to new trends can make your content feel stale or out of touch.
Premier Inn UK
Premier Inn does a fantastic job of keeping up with trends, especially on TikTok. Whether it’s jumping on a viral meme, using a trending sound, or sharing a funny skit, they know how to stay relevant. This approach makes the hotel chain relatable, shows off its personality, and adds a touch of humour—making the brand even more lovable. No matter your industry, there’s usually a way to adapt trends to fit your brand.
Conclusion
Social media can be your best friend or worst enemy—it depends on how you handle it. The good news? Avoiding these common social media mistakes isn’t rocket science. It’s all about being genuine, consistent, and a little strategic. Think of social media as a dinner party—you wouldn’t ignore your guests, talk only about yourself, or serve them cold, unappealing food. The same rules apply online: engage with your followers, serve up high-quality content, and keep things fresh and exciting.
Remember, social media isn’t just about showing off your hotel, restaurant, or venue—it’s about telling your story and inviting your audience to participate. So, take a breath, review your social media strategy, and make sure you’re not making any of these easily avoidable social media mistakes. After all, in an industry where the customer experience is everything, a little effort online can go a long way in keeping your guests coming back for more—both in person and on their screens.
Seeking marketing assistance? Reach out to us today.
Recommended read: TikTok Algorithm Explained: How Content is Ranked and Featured
