Social Media Hospitality

Phase 1: Social Strategy Intake

1.1 Brand & Property Fundamentals

• [ ] Property/brand name + category (hotel, restaurant, bar, venue, collection)
• [ ] Core brand story (1-sentence elevator pitch)
• [ ] Brand pillars (3-5 themes that define visual and voice identity)
• [ ] Target guest persona: demographics, interests, platform preferences
• [ ] Geographic markets served (domestic only? international?)
• [ ] Premium/casual positioning

1.2 Current Social Footprint

• [ ] Active platforms: Instagram / TikTok / Facebook / Pinterest / LinkedIn / YouTube
• [ ] Follower count per platform
• [ ] Avg engagement rate per platform (last 30 days)
• [ ] Posting cadence per platform
• [ ] Content types produced (Reels, Stories, carousels, TikToks, Lives)
• [ ] Percent of content: own / UGC / partner / stock
• [ ] Top 5 posts of last 90 days (screenshots + metrics)

1.3 Competitive & Category Analysis

• [ ] Top 5 competitor accounts (follower count, engagement rate, content style)
• [ ] Top 5 aspirational accounts in category
• [ ] Common hashtags used by compset
• [ ] Influencer partnerships of competitors
• [ ] UGC patterns (what do guests post about compset)

1.4 Content Resources

• [ ] In-house photographer/videographer availability (hours/week)
• [ ] Guest content rights process (UGC licensing workflow)
• [ ] Influencer program in place?
• [ ] Content calendar tool (Later, Planoly, Airtable, Notion)
• [ ] Editing capability (team skill level, tools: CapCut, Premiere, LightRoom)
• [ ] Budget for paid social
• [ ] Budget for content production (shoots, props, models)

1.5 Goals & Measurement

• [ ] Primary KPI: Bookings / Reservations / Reach / Community / Hires
• [ ] Target follower growth rate
• [ ] Target engagement rate
• [ ] Revenue attribution model (last-click, assisted, view-through)
• [ ] Reporting cadence (weekly ops, monthly exec)