Why Hilton Beat Everyone Else at Facebook
Just a little while ago, we went on a rant about hotel Facebook pages, and what the fuss is all about. Many of you piped up, with one commenter noting "the whole Facebook marketing angle is over-hyped."
Another pointed out that often times, the "social strategy is coming from a global [headquarters] that is unaware of local trends."
Which might actually be a clue as to why Hilton has managed to beat all the other brands at the Facebook game.
Just yesterday, Hilton announced they were the first ever hotel brand to reach one million "likes" on Facebook. For those of you who abstain from the Facebook (stay strong!), that statement probably reads like gibberish. But we're guessing the rest of you are just as curious as we are to find out exactly how Hilton managed to pull off such a feat.
For starters, it helps that Hilton is one of the largest hotel chains in the entire world, with over 550 properties under the flagship "Hilton" brand in 78 countries and six continents.
But there's more to it than that. Commenting on the milestone "like," Hilton explained that its strategy "was based on the goal of increasing global engagement of qualified fans in target demographics." In other words, they were after just any old likes: they figured out where their biggest audiences were (and what languages they spoke), and concentrated their digital campaign on those areas in particular.
This explains why the USA, Egypt, India, Mexico, the UK and Argentina were not only the brand's key markets, but also the ones who ended up liking the Hilton page the most.
We're sure other hotel brands will be taking notes after hearing about Hilton's success. In the meantime, we're curious: what does Hilton's success on Facebook mean for you? Does this make you respect them more as a brand? Or no? Jot your thoughts below!
[Photo: Facebook (duh)]