SOCIAL MEDIA CONTENT PLANNING AND POSTING
1. PURPOSE
The purpose of this SOP is to ensure the hotel’s social media channels are managed professionally and consistently, with high-quality content that increases brand awareness, drives engagement, supports sales goals, and maintains the hotel’s brand image.
2. SCOPE
This SOP applies to all hotel social media platforms, including but not limited to:
TikTok
YouTube
Hotel Blog (if linked to social media)
It includes all content types such as photos, videos, reels, stories, promotions, event announcements, and collaborations.
3. RESPONSIBILITIES
3.1 Marketing Executive / Social Media Coordinator
Create monthly and weekly content plans
Prepare captions, hashtags, and posting schedule
Coordinate with departments for content collection
Post content on time
Monitor engagement and respond to messages
Report results to Marketing Manager
3.2 Marketing Manager
Approve content calendar and promotional campaigns
Ensure brand consistency
Monitor performance and KPI achievement
Coordinate with Sales team for promotional priorities
3.3 Photographer / Videographer (Internal or Outsourced)
Provide high-quality visual content
Deliver final files on time according to schedule
3.4 Department Heads (F&B, Rooms, Spa, Engineering, HR)
Support marketing team by providing updates, promotions, events, and operational information
Allow access for photos/videos when required
4. PROCEDURE DETAILS
4.1 Monthly Social Media Content Planning
What to Do:
Prepare a monthly social media content calendar.
How to Do It:
Marketing team must prepare the content plan at least 7 days before the new month begins.
The content calendar must include:
posting date and time
platform (Facebook, Instagram, TikTok, etc.)
topic/theme of the post
caption draft
required photo/video materials
call-to-action (CTA)
promotion code (if applicable)
Monthly themes must align with:
hotel revenue strategy
seasonal campaigns
public holidays
hotel events and promotions
brand positioning
Why:
To ensure consistent posting, better campaign organization, and stronger brand communication.
4.2 Weekly Content Scheduling and Task Assignment
What to Do:
Finalize content for the upcoming week.
How to Do It:
Every week, the Marketing Executive must review upcoming content and confirm:
photo/video availability
event schedule
promotional details
correct rates and inclusions
Marketing Manager must approve the final weekly plan.
If any urgent promotion is required, content can be added with management approval.
Why:
To avoid delays, incorrect information, and last-minute posting mistakes.
4.3 Content Collection and Production
What to Do:
Collect and create high-quality content.
How to Do It:
Marketing team must coordinate with hotel departments to collect:
room photos
restaurant dishes
spa experiences
pool and facilities
guest activities
staff stories
behind-the-scenes moments
All photos and videos must follow hotel brand standards:
clean environment
proper lighting
correct uniform and grooming
no messy background
no visible guest faces without permission
Professional editing must be applied before posting.
All raw content must be saved and archived in the hotel marketing drive.
Why:
To maintain brand quality and create content that attracts engagement and bookings.
4.4 Content Writing and Caption Guidelines
What to Do:
Write captions that are attractive and aligned with hotel branding.
How to Do It:
Captions must be written in a professional and friendly tone.
Each caption should include:
strong opening line
short story or key selling points
hotel promotion details (if any)
clear call-to-action such as: “Book now”, “Message us”, “Call our team”
Hashtags must be relevant and not excessive.
Location tags must be used for each post.
Spelling and grammar must be checked before posting.
Why:
To improve engagement, strengthen brand voice, and encourage direct inquiries.
4.5 Content Approval Process
What to Do:
Ensure all content is approved before posting.
How to Do It:
All promotional posts involving prices, packages, or discounts must be approved by:
Marketing Manager
Sales Manager or Revenue Manager (if required)
Sensitive posts involving staff, hotel incidents, or guest-related content must be approved by General Manager.
Approved content must be stored in the “Final Posting Folder” before scheduling.
Why:
To avoid incorrect information, reputation risk, and brand inconsistency.
4.6 Posting Procedure
What to Do:
Post content according to schedule and best timing.
How to Do It:
Posts must be scheduled using approved tools (Meta Business Suite, Hootsuite, etc.).
Standard posting frequency (recommended):
Facebook: 4–5 posts per week
Instagram: 4–6 posts per week + stories daily
TikTok: 3–5 videos per week
LinkedIn: 2 posts per week
Best posting times should be reviewed monthly based on analytics.
Ensure correct tagging of:
hotel location
partners (if collaboration)
event pages (if any)
Always check post visibility immediately after publishing.
Why:
To ensure content reaches the maximum audience and avoids technical errors.
4.7 Guest Message and Comment Handling
What to Do:
Respond to guest inquiries professionally and quickly.
How to Do It:
Reply to all direct messages and comments within:
30 minutes during working hours
maximum 12 hours outside working hours
Standard replies must include:
greeting
clear answer
booking link or reservation contact
polite closing
Complaints must be escalated to Marketing Manager or Duty Manager immediately.
Offensive comments must be hidden or reported based on hotel policy.
Why:
Fast responses increase trust and convert inquiries into bookings.
4.8 Crisis Communication Control
What to Do:
Control hotel reputation during negative situations.
How to Do It:
If a negative viral comment or serious complaint appears:
do not argue publicly
respond politely and professionally
request private message for resolution
immediately inform General Manager and Marketing Manager
No staff is allowed to delete major complaint comments without approval.
Prepare official statement if required.
Why:
To protect hotel reputation and avoid public escalation.
5. PERFORMANCE MONITORING AND REPORTING
5.1 Weekly Performance Monitoring
Marketing staff must monitor:
reach and impressions
engagement rate
follower growth
click-through rate
inquiries received
booking conversions (if trackable)
5.2 Monthly Social Media Report
What to Do:
Submit monthly performance report.
How to Do It:
The report must include:
top performing posts
lowest performing posts
audience demographics
campaign results
competitor benchmarking (basic)
improvement plan for next month
Why:
To improve strategy and ensure marketing efforts support hotel revenue.
6. CONTENT STORAGE AND ARCHIVING
All final photos and videos must be saved in a shared marketing folder.
File naming must follow this format:
Date_Platform_Theme_Location
Example: 2026-04-25_Instagram_RoomPromotion_DeluxeSeaView
Content must be backed up monthly.
7. BRAND AND LEGAL COMPLIANCE
No guest faces may be used without written consent.
All influencer collaborations must be approved and documented.
Hotel logo and brand colors must follow brand guidelines.
Copyright music must not be used unless legally approved.
8. TRAINING REQUIREMENTS
All marketing staff must be trained in:
hotel product knowledge
brand standards
social media writing and design
photography basics
crisis communication
advertising guidelines
Training must be refreshed every 6 months.
