As part of any social media strategy for hotels, there should be time set aside to review your performance. Each marketing strategy, overall and within individual efforts, should revolve around continuous testing to improve the performance of every aspect of the plan. Part of having exemplary performance includes the valuable interactions between your social media following and the content you are posting. With social media, comments can let you glimpse into how your audience feels about your content, and that's just the beginning of why you should monitor comments through your social media accounts.
Comments are a form of engagement on social media, and sometimes when marketers look at the analytics on various social media platforms, engagements are a top priority. Although it's great to have your audience clicking, commenting, and replying to your post, you also have to monitor the sentiment behind these interactions rather than assuming that all communications are positive when numbers are quantitative.
Imagine a scenario where one of your posts has an extremely high number of clicks, and the engagements are soaring! Although this might be one of your highest performing posts, it might be hurting your business if these interactions are negative. Your post may have been provocative, or a negative comment may have a snowball effect that might showcase your content, and therefore business, in an unfavorable light. One should never assume that all comments are positive comments.
You will have to decide if there is a need for a response from your business. Do this on a case by case basis. Sometimes, depending on the nature of the comments, any answer, even one that tries to remedy the situation, maybe seen as insincere and may lead to more negative feelings. Take a moment to decide if these comments require a response and be careful when crafting one. Keep in mind that people who are upset may look for any slip of words to help their case. If you do decide to respond, take time to craft your message as most of the time, these comments will be seen by other potential customers visiting your page. Remember to asses the gravity of the situation and be cautious with your words.