Pros and Cons of Social Media for Innkeepers-Linkedin


© Prykhodov | – Businessman Holding IPhone With App LinkedIn On The Screen On A Photo

This is the fourth in a series covering social media pros and cons for innkeepers, following will be Google+, Pinterest, Facebook and Instagram. Please check out the others in the series: Pros and Cons of Social Media for Innkeepers-Blogs the second, Pros and Cons of Social Media for Innkeepers-Youtube and the third, Social Media for Innkeepers-Twitter.

Linkedin (for personal)  (for a business page)

  • You need a personal account to create and maintain a business account (you must have an email that goes through a domain name associated with the business in order to register a business page, i.e. email address must be registered as an additional email address in your privacy and settings tab (top right logged into Linkedin, click on your avatar/photo icon).
  • Personal accounts have contacts.
  • Business pages have followers.

Pros of Linkedin

  • Customer Service and Networking.
  • SEO (Search Engine Optimization).
  • Ads are not expensive, but there needs to be relevance and targeted and specific ad parameters.
  • Guest Outreach.
  • A great place to source, vet and verify the legitimacy of potential vendors
  • Moderated forums can be great venues to source vendors, get ideas, get questions answered and connect with potential guests as well as if you have specific niche markets, business travelers, the wedding market, pet friendly, etc, the forums can be a great place to find specific pockets of niche guests.

Cons of Linkedin

  • Occasional Linkedin Spam and Sales Pitches
  • Non-moderated forums are fairly useless as generally overrun by sales pitches

Why Should Innkeepers Use It

For the Linkedin Business Page: Search Engine Optimization reasons only, once the page is set up and optimized. (it takes literally about 15 minutes or less to set up and optimize) it can be left “as is”. It also has the option of being able to accept updates just like Facebook/Google/Twitter. So if you have happenings going on at the inn of interest, you have a special offer running, or you are in the news, take the 5 seconds to post in the Linkedin business page. The SEO value alone is more than worth it. Don’t expect to get a huge amount of followers, comments or likes, it’s not like a Facebook business page.

The personal profile also has significant value for SEO if the profile is set to public, both for the innkeeper and for the inn/B&B. Optimizing a Linkedin profile takes less than half an hour and then you can “set it and forget it” or it can also be used to publish updates about yourself as the innkeeper and the inn. On the personal profile try to stay away from promotional posts (that’s what the business page is for) and instead use it for news, updates and helpful or pertinent information. There is so much more to Linkedin including content curation and networking if innkeepers choose to use it.

If you are a larger inn, Linkedin is a great place to source and vet potential employees and staff as well.

Why Shouldn’t Innkeepers Use It

I can’t think of any reason why innkeepers would not want to use the free (non-upgraded) version of Linkedin.

Recommendation going into  2015

Beef your Linkedin personal profile up and create a business page if you have not yet done so. Doing both for the Search Engine Optimization reason alone is more than worth the less then an hour of time to takes to do. And keep in mind, Innkeeping may not be your forever job, you may at some point return to the broader job market, and when and if you do, spiffing up your Linkedin profile now will return the effort in spades when the time comes to look for something else.

Some Fallacies about Linkedin

It’s only for job seekers and companies looking for employees.


Posted in B&B, How tos, Lodging, marketing, Observations, SEO | Tagged , , , , | 2 Comments

Facebook Local, a Game Changer? or One More Nail in the Coffin?


Several days ago Facebook announced a roll out of a new product, Facebook Places, They are touting it a combo of the much hyped but never really rolled out Graph Search, Facebook local search and a bunch of other elements creating a mish mash that as of yet hasn’t really found a direction. Whether it does or not remains to be seen.

Why is this important for innkeepers (who are still using Facebook) to know?

First and foremost is in the search options, hotels and restaurants are front and center as options for search. If your Bed & Breakfast doesn’t have “hotel” in both your category and subcategory, your inn/B&B won’t show up in search. If you don’t previously have that as options and you change them, it appears to take about 24 hours for it to show up in search, that may change as more features develop.

Some things to note about “Local”. It has effected business pages and business page layouts, The option to make your reviews tab go away has moved (it’s now Page info) this is coinciding with the redo of your Facebook business page “About” section. You no longer get to that from your settings tab (above the banner fold), you have to edit it on the “About” tab now. If you select a “featured page owner” the name and photo no longer appears in your about section, or at all, which means it will probably disappear as an option shortly.

On a side note, where you went to pre-schedule posts has also moved from the bottom left of a post to the small arrow to the right of the post button. Combined with the above changes to the about section I can foresee multiple further changes rolling out (unannounced) in the next few weeks+. Posts now have a drafts feature as well as an icon for what you are doing/feeling (similar to the option in personal profiles.)

Back to Facebook Local, reviews have become predominant and unfortunately photos in Facebook Local are not necessarily drawn from the Business’s page, but instead are a small portion of business photos and a large pool drawn from personal pages/accounts that have mentioned (in a post) or tagged the business. This is terrible from the perspective of a business owner who can’t control what images are being pulled, they seem to rotate in search, so images may come up twice or never again. The photos for the most part are photos that run the gamut from bad selfies to foodie photos and everything in between. Nor is there a way to let Facebook know of the inappropriate photo (as of now).

See example of what can happen/inappropriate photo:


At the moment there is no way to untag a business from a personal photo and Facebook doesn’t let you know even “who” posted the photo, so there is no way to even contact the person and remove the tag. A workaround (and this is not proven as it may or may not work, and even if it does work, the image is still tagged on mobile) is to take away your map listing box which also takes away your reviews. Whether this also takes away the ability to be found in local search remains to be seen, I am currently testing the options in a bunch of B&B pages. It appears if you do take the maps option out though, your listing won’t appear at all, even with the hotel tags.

As more changes roll out I’ll try to do a follow up post.

Posted in B&B, Facebook, How tos, Lodging, Observations | Tagged , , | Leave a comment

Innkeepers, have you checked your GPS listings lately?


While more and more marketing people (rightly) are talking about the importance of having a mobile presence for your business, little focus is being taken on people actually finding you while driving to your inn.  Similar to a post I wrote a few years ago, Why it pays to sleep around for Bed and Breakfast owners, which focuses on the little things guests may notice at a B&B and may not mention to an innkeeper because they forgot, or it was minor irritation, being able to find your inn accurately can be extremely annoying when a guest is on route to you.

Having heard from several businesses that they know they are having a problem with having people finding them accurately, I thought it might help to put together a list of places where an inn can go to review and fix any irregularities that guests might have in finding their properties. While GPS use by itself has been in the decline with the rise of Smart Phones, it’s the same technology and the same sources that phone and GPS stand alone devices are getting their information from.

NAVTEQ: Used by Garmin, Magellan, MapQuest, Bing, Navigon, and Yahoo Maps

Tele Atlas: Used by Mio and Tom Tom

Existing Location Errors for Garmin: Garmin customers can submit errors or omissions in Garmin’s MapSource cartography or POI business listings at

InfoUSA provides business listings to all sorts of clients, including GPS manufacturers. Visit their website and click “Update my Listing” at the bottom of the home page


Apple Maps (integrated with IPhone) recently rolled out a feature for business owners to correct and maintain their local listings.

For a step by step walkthrough of it, there is a great article here:

Be sure to claim your business listing on Bing Places as well as it allows you to correct the map listing. Fixing your location on Bing Maps will also automatically update your map listing in Facebook on business pages to the accurate place.

Now that Mapquest has been taken over by Yext (who asks you to pay to play) the best way to correct an inaccurate map listing on Mapquest (for free), is to submit a support ticket on There is more information here:

Beware of sites that offer to fix your GPS listings for you (for a fee), the majority of them have had multiple complaints. There are several that say they are free, rope you into submitting your information and then saying you have to pay to actually get anything done (and then still don’t fix).

If a guest is trying to find your inn and spends 10 minutes or more driving around before they get frustrated and either call you, or stop to ask a local for directions, the odds that they are going to arrive at your inn already in a bad mood is high. Nip it in the bud and take a few minutes to check your listings. With more and more people using Smartphones to navigate to your inn, make sure your listings are accurate now, as usage will just continue to go up.

Posted in B&B, Facebook, How tos, marketing | Tagged , , , | 8 Comments

Taking Travel and Related Surveys with a Grain of Salt


I’ve recently (and not so recently) seen quite a few reports from marketing companies touting “mobile accounts for 40% of all travel reservations” and “Facebook ads account for 30% of wedding sales” etc. without giving providence of where this information was coming from, and more importantly, what demographic are they actually soliciting these surveys from.

This actually refers to pretty much any report that references “X” number of people surveyed, and doesn’t actually provide a source of where those surveyed came from. I would exclude sources such as Tripadvisor, Cornell Hospitality, Hubspot, any of the Smartbriefs and Social Media Examiner, as their surveys are culled from their direct email lists and members, and I would gauge information from them is more likely to be accurate.

While I don’t doubt that mobile use is in a step incline as well as perhaps mobile bookings, and some Facebook advertising does indeed work, I would ask that companies and journalists who make these claims, and refer to statistics, provide some more information about their sources.

I recently had a client ask me about some statistics that an online article touted, and he came to me asking whether I thought they were accurate or not. It concerned click through rates and click fraud (or a claim of lack thereof) on Google Adwords. This sparked a discussion about where these so called survey statistics were coming from.

Doing quite a bit of digging turned up very few legitimate survey outlets where one could submit a survey and have a fairly large number of results returned. One of the legitimate ones being Mechanical Turk (through Amazon). Being the curious person that I am, I signed up, heaven help me.

I discovered several things very quickly. One, I really stink at transcription (which is the only thing that actually pays anything). Two, I was amazed by the number of legitimate colleges, news outlets and marketing firms posting surveys on there (I am not allowed to say who), and three, this is NOT something to make a little extra money at, unless you are unemployed, or have some other reason for being stuck at home for many many consecutive hours at a time.

In three weeks and over the course of perhaps 6+ hours (taking brief breaks from real work) I managed to make the amazing sum of $36.00 doing various and assorted surveys and tasks for anywhere from $1.00 to .50 cents. It will at least pay for a couple of bottles of wine for the sake of research. I made a whopping $2.50 filling out a yes, you guessed it, travel survey, one of three I ended up doing.

The reason I bring this up, is the people that are spending time filling out these surveys, are probably not the middle to upper class traveler who inns want to be marketing to. They are more likely to be unemployed, the bored housewife/househusband or someone with not much better to do.

So this begs the question. Are the demographics for some of these surveys skewed and are they to be trusted? I would suspect yes, they are skewed and not to be trusted entirely.

The information being garnered in these is in my eyes quite questionable. The majority ask for things like yearly income. How many people fib on their taxes? How many people do you think stretch the truth a bit here? “I am unemployed and have been for several years but oddly enough my income is over 80K………………………”. And I take 3 fabulous vacations every year in the Caribbean.

I call attention to this in order for lodging and lodging marketing companies to ask when you see articles come up with statistics, but no verifiable proof of demographic information, to question both the article/post/whitepaper writer, and to take the information with a grain of salt.

To often I am hearing innkeepers or other tourism related industries referencing information that is questionable and has a questionable providence. When information that isn’t verified is passed along, it ads to the confusion of what innkeepers should be believing, and also taking into account on where they need to spend their marketing dollars.

As an example: If an innkeeper must make the decision to pay extra on an online outlet, for the extra exposure of having a mobile special available, it would behoove inns to be operating on the correct, or at least fairly accurate estimation of how many reservations are actually made by mobile, through that outlet, instead of information perhaps gathered from people that probably had never stayed in a B&B in their life.

And as the old saying goes, anything posted on the internet, must be true. So ask for sources and providence before believing everything you read.

Posted in B&B, Lodging, marketing, Observations | Tagged , , | Leave a comment

Pros and Cons of Social Media for Innkeepers-Twitter


This is the third in a series covering social media pros and cons for innkeepers, following will be Linkedin, Google+, Pinterest, Facebook and Instagram. Please check out the first one in the series: Pros and Cons of Social Media for Innkeepers-Blogs and the second, Pros and Cons of Social Media for Innkeepers-Youtube.


Can be personal or business, or a combination of both. You can have multiple accounts on twitter but you need separate email addresses to administrate each one. You can admin multiple accounts through Hootsuite and Tweetdeck.

Accounts have followers, DMs (Direct Messages), favorites, hashtags,  the ability to tag photos (with the twitter phone app) and public and private lists, you can also follow other people’s lists.

Posts can be sent automatically to Facebook through the Facebook platform. (not recommended) or you can feed your Facebook posts to Twitter (recommended) and your blog posts to Twitter with .

Pros of Twitter

  • Reputation Management, people do talk about inns on Twitter, both positive and negative, an account gives you the ability to respond to a complaint or a compliment, or a question.
  • Customer Service and Networking
  • SEO (Search Engine Optimization)
  • Guest and Potential Guest Outreach, you can source potential guests by interest and by location.
  • Content Sourcing, especially useful if area attractions, local shops, restaurants, area events, etc, have twitter accounts, put them on a list and it’s one stop shopping for things to do/see in the area that’s up to date.
  • Direct Messaging (private)
  • Messaging without having to follow someone (public)

Cons of Twitter

  • #1 reason, Probably the hardest of all the social media platforms to learn and understand.
  • Shelf life of a tweet is extremely short-term
  • Spam and Sales
  • Advertising $ out of reach for small businesses
  • Can be time-consuming

Why Should Innkeepers Use It

  • Reputation Management, people talk about brands all the time on twitter, the good, the bad and the ugly. I’ve seen more inns and hotels mentioned on twitter that should have gotten a response from owners/management (good and bad both) but owners/management either didn’t have accounts in the first place or just weren’t monitoring..
  • You can reach out and converse and make contact with people all over the world just by chatting with them.
  • It’s a terrific place to source content
  • Loyal guests can be kept and made by keeping in touch with them, it’s a much more casual connection then being personal friends with them on Facebook.

Why Shouldn’t Innkeepers Use It

  • Can be time-consuming if not managed correctly.
  • Can have very little ROTI (Return on Time Investment) if not used and managed well.
  • Can be addictive
  • Shelf life of a tweet is extremely short-term (so tweets need to be scheduled for proper posting times for more views.)

Some Fallacies about Twitter

  • The only people on it are ones that want to sell you something, or people talking about drinking coffee.
  • No ROTI (return on time investment) that is true but only if you DON’T bother to track it.
  • That you have to respond to a tweet at the very second after its been tweeted.
  • It’s best used on a mobile phone. Mobile phones are great for instantly posting tweets and photos, but to utilize the full extent of what twitter has to offer, you need to use a desktop.

Recommendations as of mid/late 2014

Inns should set up an account, at least if they blog or use Facebook, set up a autofeed for posts.  Suggest checking the account at least a couple of times a month, preferably once a week and actively following back anyone that looks like a real person or business. Inns accounts that are autofeeds that have skewed follower/followee counts will turn off new people from following the account. So if you don’t follow anyone or only follow a few, you stay stagnant in terms of new followers. The ratio ends up being steady at less than 200 people following the account and it will stay that way pretty much in perpetuity.

If you have a twitter account and you don’t use it but advertise on your website you have one, then DEFINITELY set up a feed, so at least it looks active. Nothing worse than a dead site linked from your home page. I personally am not in favor of “just” doing feeds, but so many inns have accounts and literally haven’t updated them in years, at least get the SEO value out of it and help promote the inns and inn specials to people who do use twitter.

In addition to the feeds, I would suggest putting some area people/events/things to do on twitter lists, so you can refer to them when you are looking for things to post on your own social media. It’s also handy to have a news list like or to aggregate information like  Because you can also follow other people’s lists, don’t try to recreate the wheel, many people have already put together useful lists for you to access and use the information posted. Mast Farm has a great example of lists, like in particular. The advantage of lists is don’t have to actively “follow” individual people. Lists aggregate and follow their tweets, not the person themselves.

Looking for some more twitter related articles and how tos?

Posted in B&B, Lodging, marketing, Social Media | Tagged , , | 2 Comments

Pros and Cons of Social Media for Innkeepers-Youtube

This is the second in a series covering social media pros and cons for innkeepers, following will be Twitter, Linkedin, Google+, Pinterest, Facebook and Instagram. Please check out the first one in the series: Pros and Cons of Social Media for Innkeepers-Blogs


Photo credit Dreamstime 

Youtube (a Google product)
-Youtube Pages have subscribers and individual videos on the page/account have “likes”.
-If you’ve claimed your Google+ Business Page, your Youtube channel can be connected as a tab on your G+ profile

Pros of Youtube
-SEO (Search Engine Optimization)
-Great Soft Sell and Hard Sell Device
-Once video is up/no maintenance
-In-beddable into Facebook as a tab, as well as into blog posts and websites, and pinnable to Pinteret
-You can now make slideshows within it from still photos
-Youtube channels can be custom branded
-Videos can now be longer then 15 minutes, but from a marketing perspective, try to make them under 3 minutes long.
-More and more people are watching content on their Smartphones, much of this from Youtube

Cons of Youtube
-Cost of good quality video may be cost prohibitive
-Youtube has related content all over, you may lose your guest to another video or channel, and they may not return to your site (Suggest if you link from your website to your Youtube channel or video, have it open in a new tab, so your inn website still remains open)
-Unrelated and occasionally inappropriate videos may show up to a potential guests right side of the page, when viewing your video on the Youtube channel itself. (selecting the proper keywords will lower the risk of inappropriate videos showing up)

Why Should Innkeepers Use It
-Terrific for SEO (Search Engine Optimization), I would say in the top 4 of social media platforms, second only to Blogs.
-Great for visual advertising, you can capture more of your space with video then with stills.
-Related content/videos make great marketing fodder for your other social media channels
-Once your video is online, it’s no maintenance, its not a social media channel that has to be updated regularly.

Why Shouldn’t Innkeepers Use It
-A poorly done video will hurt a B&B’s image instead of enhancing it.
-Youtube trolls making nasty, vulgar or inappropriate comments (comments can be disabled though completely or moderated)
-Unlike blogs that will show up in organic search for related terms, B&Bs videos do have to be actively promoted to gain views. Bed and Breakfast is not a normal search term “within” Youtube itself (you can have the video appear though for related searches using the proper keywords, i.e. an inn within a region that has civil war reenactments can put those terms in their video keywords)

Recommendations as of mid 2014
-Even if a B&B doesn’t want to spend the time and/or money to do a video, explore the slideshow option, it is extremely customizable and very easy to use.
-Find videos of your area, things to do and area attractions for use in your other social media marketing.
-If you do decide to do homemade videos and want to do room panoramas using your smart phone, recommend this clip (my new favorite toy) for your Smartphone or a related it, it attaches to any standard camera tripod and is adjustable.

Some innkeeping video examples:
Plus there are some additional example ones in YouTubing Innkeepers, surfing the digital river of the net (link below)

Related Reading
How Innkeepers can leverage Youtubes photo slideshow option

How to Use YouTube to Enhance Your Area Activities Page

YouTubing Innkeepers, surfing the digital river of the net

Posted in B&B, How tos, marketing, Observations, SEO, Social Media | Tagged , , | Leave a comment

Pros and Cons of Social Media for Innkeepers-Blogs


This will be the first of a series covering social media pros and cons for innkeepers, following will be Youtube, Twitter, Linkedin, Google+, Pinterest, Facebook and Instagram.

Blogging (or .org if you want to pay for it)  (a Google product)

Plus there are dozens more out there that one can use, wordpress and blogger being the most popular.


  • Can be personal or business or a combination of both.
  • Posts can be set to automatically go to Twitter and Facebook through the blogging platform.

Twitterfeed: feed your blog into twitter and Facebook

Networked Blogs:  Blog to Facebook

RSS Graffiti:  Blog to Facebook

Pros of Blogs

  • SEO (Search Engine Optimization) Long Term and Short Term
  • Ability to impart information utilizing the soft sell
  • Put Yourself out as an Expert, in terms of innkeeping, you’re putting out useful information for guests and potential guests.

There are no rules about what you have to post or what direction or genre you have to post in. If you start a blog about local things to do and then switch to recipes or a mix of, that’s awesome!

Cons of Blogs

  • Can be time-consuming
  • Writers Block
  • High Abandonment Rate
  • ROTI (return on time investment) is long-term

Why Should Innkeepers Use It?

Of all of the Social Media platforms out there, blogging has the best long-term  value for both SEO (Search Engine Optimization) and for the ability for re-use and re-purposing content.

Plus it’s a great way to aggregate information for use to send to guests. “Things to do this coming month close to our inn” (information already provided by area online papers and new media), it’s a blog post!

Why Shouldn’t Innkeepers Use It?

Of all the social media platforms out there, blogging is the only one I can not come up with a reason why not to use.

Some Fallacies about Blogging

That you have to write a novel for each and every blog (if you can stick up a couple of photos and a few lines, that’s your post)

That you HAVE to write a blog daily or at least weekly (if you can, that’s great, but no one that actually works for a living has time. The bloggers that say you need to be doing this? That’s their job, blogging, but that’s what they do FOR a job, not running a 24/7 business)

That your going to get tons of comments and if you don’t, you’re not doing it right. #1 fib out there. People comment on blogs that are really useful, putting something really new out there or something they disagree with. If you write a post about the best tomato hybrids out there and no one comments, it’s really OK. Go by the amount of incoming traffic you get instead and this is long-term traffic. A blog, when you originally post it, may only get a dozen views/readers the day you post it, but cumulative, and long-term, over the course of a year, you may get a thousand views/readers. Once you post it, the search engines pick it up, and it stays there pretty much forever and is searchable.

Recommendations as of late 2014

If you don’t have a blog, start one.

If you’ve abandoned your blog, revisit it. Blogging doesn’t have to be a novel. Put it into your schedule and start collecting ideas, write posts up in advance and get ahead of the game.

Blog posts can be sent out to further promote your inn to Facebook, Twitter, Google+ personal and business pages as well as Linkedin personal and business accounts and pages, plus if you include images and pictures in your blog (recommended) you can pin your blog to Pinterest.

Don’t stress about having to do a blog daily or once a week, try to do one or two per month at least, if you can do more, that’s great, but don’t beat yourself up.

If you have blog burnout, then take a break for a month, or two if you need it, but don’t forget to go back to it.

Some innkeeping blog examples: an example of an inn blog offering a mix of things to do, opinions, recipes etc. an example of an inn blog primarily recipe based (remember recipes are the #1 most shared thing on the internet, if you don’t want to do research on whats going on the in the area etc, do a recipe blog) an example of an inn blog focusing on primarily photos and little text, pretty much everyone has a smart phone with a camera, go out and take pictures where ever you go. a great example of things to do in the area, promoting the inn and more.

Related Reading

Blogging Homework for Bed and Breakfasts

30 Reasons why Innkeepers should be blogging

25 Blogging ideas for Inns and B&B’s (also useful for things to tweet about)

35 Places to advertise your blog

Posted in B&B, Blogging, How tos, marketing, Observations | Tagged , , , | Leave a comment