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Facebook is reportedly planning on integrating the private message features

In the past year, there’s been a lot of discussion and scandal around data breaches and platform manipulation from third parties. This newsletter, which is covering the last few weeks of news, shows that this is still front and center in the minds of many, including the platforms themselves. Without further adieu, let’s take a look at what’s new on social media and how it will impact hotels and resorts. 

Facebook Announces Plans to Merge Messaging Apps 

The New York Times has just announced that Facebook is reportedly planning on integrating the private message features from Instagram, WhatsApp, and Messenger into one single technical infrastructure. According to Facebook, the services will each remain in stand-alone apps, it would just change from a technical point of view.  

What This Means for Hotels 

We think this is a game changer in social media and, even more importantly, in the worlds of customer service and live chat. 

Here’s what we know so far:

●     Users will be able to connect across multiple messaging platforms

●     All apps will incorporate end-to-end encryption

●     The goal is to increase utility (and we think it will)

●     It will change the game for live chat, and we’re already underway working on what’s next. 

Facebook Offers New Additional Transparency Features 

Facebook is rolling out new transparency features to hopefully restore more trust in the Pages marketing on platform. One of these features is their new Quality tab, which tells users if a Page has had any content revoked due to false information, hate speech, or other violations of community guidelines. It will also show Pages the content that was removed to hopefully better help them understand how they were in violation of the rules. 

Image source: Facebook  

They’re also cracking down on the creation of new Pages or profiles that are similar to those removed for violating standards.

What This Means for Hotels

Trust is a big thing for Facebook users right now, and the platform is doing everything they can to at least help users trust the brands advertising on it right now. Ensure that your content is adhering to the community regulations and you’ll be in good standing with Facebook and your audience. There’s no need to hide skeletons, after all, if there aren’t any skeletons in the first place. 

Twitter Rolls Out Two New Features

Last week, Twitter released a new tool on desktop that allows users to edit images in-app before publishing. The tool isn’t anything too advanced, but it does allow you to resize or crop the image to hopefully make it more appealing to your followers. 

Image source: Matt Navarra 

They also released new social functions for events, including the ability to see how many people are engaging with an event in real time.

What This Means for Hotels

Most hotels and resorts are likely having their images edited before they make it to Twitter, but if you aren’t and you’re looking for an easy solution, this is it.

The social context for events, on the other hand, could have a huge impact on hotels. If you’re hosting a big conference at your hotel and want to create a Twitter Event to generate buzz, this feature could help you leverage social proof to do exactly that. 

Periscope Adds Guests to Live Streams

Periscope– Twitter’s sister company focusing on live videos– has just updated their platform so that users hosting a broadcast can invite up to three guests to participate. This feature previously wasn’t available on Periscope, but there is a catch: the invited users won’t appear on the screen, and it will only be their audio that’s shared. 

What This Means for Hotels

More options for live video are always a good thing considering its value in today’s social media marketing climate. If your audience is particularly active on Twitter, you can take advantage of this and interview guests, staff, or other industry experts. Keep in mind, however, that it’s easier on Facebook and Instagram to host lives where guests can be seen during the broadcast, so it may be a good idea to start there.  

LinkedIn Ads Roll Out Interest Targeting

LinkedIn Ads has just introduced interest targeting to their ad platform, allowing advertisers to target users based on topics they’ve expressed interest in. And one of those interests are “business travel,” opening the door for hotels and resorts to connect with potential guests who may be looking to book reservations. 

What This Means for Hotels

LinkedIn Ads can yield great results, and if you’re using them for marketing to either gain new employees or connect with new guests, interest targeting may open up options to better connect with the right people. You could create an ad targeting that “business travel” interest, for example, or even target users who are interested in biology if you’ve got a science convention happening in your hotel and want to increase attendance and hotel reservations.

While you don’t want to use targeting that you don’t need or that isolates too much of your audience, this feature will be good to have when it’s relevant to the campaigns you’re creating. 

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