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Manage the crisis pre-emptively: Social media user profiles

The best way to achieve strong relations with your potential and existing guests on the Internet as well as managing your property’s reputation is to manage your presence on social media effectively. We previously touched upon how to enhance the effect of your posts on popular social networks like Facebook, Twitter and Pinterest. Another critical factor in your online presence that you should note when managing these platforms is to interact with different groups of visitors and manage their comments.

When marketing your property on social networks, you will encounter innumerable user profiles with different goals and expectations just like in the physical world. Some of these users might make positive comments about your services, while some other may comment objectively or negatively. Comments that are not managed properly or not responded to might damage your property’s reputation. However, it is possible to eliminate the crisis pre-emptively and turn objective and negative comments into a marketing opportunity. The best way to achieve this is to investigate social media user profiles thoroughly and understand their needs.

As HotelRunner, we will analyze some significant visitor behaviors in this article and share with you the methods to interact properly with different user groups as part of your efforts to manage your property’s reputation.

1. Influencers

This visitor type, which can also be called inflencers are critically important for your property’s social network presence. Due to having a large network, they have the power of leading audiences although they do not have a direct relationship with them.  Such visitors can be anyone from a blogger to a journalist, a celebrity or someone who is prominent within the industry. The potential traffic you can access with their recommendation and support will be pretty valuable for your property. The best way to make the most of this great opportunity is to follow what these influencers are doing and constantly communicate with them.

2. Misleaded visitors

This visitor profile consists of people that can comment negatively based on misinformation or second party information. It would be reasonable to think that they do not necessarily intend to damage your reputation deliberately. It would be appropriate to respond to them kindly as they temp to react negatively due to having missing information about the property or being misled by other people. You can turn a possible crisis into an opportunity by patiently and resolutely tracing and pre-emptively eliminating the factors leading to the misunderstanding.

3. Advocates

Consisting of users that are satisfied with your services and post mostly positive comments about your property, this group is critical to build and maintain brand loyalty. If the number of such visitors in your portfolio increases, it means that you are doing things right. Thanking them for their efforts and contributions, and rewarding them with little surprises at the right time to recognize their loyalty, rather than remaining indifferent to these visitors who put effort towards improving your awareness, may pay-off much more than you anticipate.

4. Complainers

These are the users acting in the opposite direction of the advocates. They consist of guests who are never satisfied with your services and keep complaining about them. Ignoring or responding negatively is not a proper strategy to adopt. You should be patient, apologize and try to compensate the problem as you deal with this group of people who believe that they are treated unfairly, and expect empathy from the target of their complaints.

5. Blackmailers

These users may threaten that they will comment negatively about your property on social media unless they are given the conveniences they ask of. Ignoring and obviating might trigger negative comments, so you may need to try to communicate with them directly and thoroughly to deal with this problem with the least damage possible. However, it will be useful to record all the communication and details while you keep being tactful with this user profile. So that you may contact with the admins of the related platform to describe the situation, submit the records you keep and request deletion of the comment or banning of the user, in case such users continue with their smear campaign despite all your efforts

6. Passive users

These are the visitors that are neutral towards you. Their comments are neither positive nor negative.  If the number of this type of visitor comments increases, it may be a sign of the incomplete information about the services you offer in your property. If you sense a negative approach in the comments, you should apologize first and tell that you are going to tackle the problem. Then you should resolve the issue of insufficient information about the mater that usually receives these kind of comments. Considering the comments of the passive user profile not only decreases the number of such comments, but it will also add to the value of your property.

Visitor comments are important.  They not only provide information about your target audience, they also bring invaluable feedbacks about your services. As the rate of positive comments increases, your business reputation and customer loyalty will also be enhanced. If you want to turn your reputation on social media into an advantage, it is critical for you to have a website and an online payment system that runs properly. To do so, you can benefit from the high quality and cost-effective services of HotelRunner. With its expert team specialized in providing infrastructure for companies engaged in the accommodation industry, HotelRunner has the technical knowledge and experience that can meet all kinds of your needs. Create your account immediately to benefit from our services.

Rıza Kaynak

Director of Demand

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