Unless your head's been in the sand in the last year, you will realise that social media is a major opportunity for every travel, tourism and hospitality company. Many travel and hospitality brands are now using social media to increase revenue, market share, guest satisfaction and loyalty.

Facebook Pages provide a great opportunity for resorts, holiday apartments and hotels to market services and specials directly to fans and their friends. A February 2010 survey conducted by Chadwick Martin Bailey and iModerate Research Technologies showed that 60% of individuals who “Like” pages dedicated to brands on Facebook are more likely to recommend the brand than those unaware of the company’s presence within Facebook. The survey also concluded that 51% of Facebook fans indicated that they are more likely to buy after connecting online.

So are you ready to get started on Facebook yet? If so, read on! Below are some tips on how you can get started on Facebook.

Set up your facebook page
Visit facebook.com/pages/create.php and select the category that best describes your business and the industry you are in.

Once set up, you can start to enter in your relevant information, including uploading a profile page, company details, description, opening hours, address, contact details and website URL.

Include a welcome page
Customise and create a welcome tab which will welcome new fans to that page. A welcome page acts like a mini website and should include the main benefits or products and services you are offering. For example, you can include links back to your website, add specials, a book now button so people can book a hotel room directly on Facebook, videos, newsletter subscription form and more.

Convert your customers into 'likes'
Your next step is to grow your fan base. After your page has been set up, you'll want to let everyone know you're on Facebook and to 'like' your page. We recommend sending out an email newsletter informing everyone you're on facebook. Invite your friends and encourage them to 'like' you, add the facebook icon and link at the bottom of your email signature and add it to your website.

A great way to increase your 'likes' is to provide an immediate incentive for them to connect, such as a competition or a discount.

Once you've acquired 25 fans, you will be able to set up a vanity URL, for example facebook.com/ABCcompany. To do this, visit http://www.facebook.com/username/, select the page name from the dropdown menu and enter in the name you'd like to use. Remember that once you have chosen your name, you can't change it, so choose very carefully!

Continue to engage
As you build your 'likes' you will want to provide a constant stream of relevant content that will entertain and engage your fans. For example, post photos, videos, specials, news updates, events and things to do. Add polls or ask questions and get fan feedback. Don't overdo it with the marketing messages or you will find that your fans will 'unlike' you.

Keep track
Use Facebook Insights to track number of visits, fans acquired and what kind of posts perform best in terms of engagement. Insights also lets you know where your fans are coming from and their demographics.

If you would like help with social media marketing and Facebook, speak to one of the marketing consultants at TA Fastrack today on 07 3040 3588.