By now, virtually all hotels have at least one social media channel that they use – most likely Facebook. They might also use some others; Instagram, Twitter and Snapchat being among the most popular. Unfortunately, in an effort to not be left behind by competitors, social media accounts are opened with little to no thought into what you should be posting and how to actually track the performance of these channels.
Thankfully Google Analytics
, offers many ways to track whether your social media marketing is actually bringing you useful traffic. One of the tools at your disposal is using UTM parameters to track exactly where referral traffic to your website is coming from. By knowing this information, you can tailor your social media strategy
to focus on what is most effective at driving traffic to your website and, in turn, driving bookings.