It is foolish who thinks that managing social media and content channels boils down to publishing anything to stay active. There are processes that make social media stop being just another standard strategy and gain prominence, really bringing results to your company.

When it comes to managing social media and content channels, this goes beyond posting posts on your profiles and pages. Management involves steps from the definition of the strategy to be used until the analysis results. Among these, we have other processes in the management of channels, which must be conducted in a focused and specialized way.

The management of social media and other content channels aims to bring results to your business. Do you know all those incredible numbers associated with social networking strategies? They will only come true for your company from an assertive and professional management of social media.

Metrics are ways of measuring and let you know if your strategies are achieving the expected results. Unlike many people think, it is necessary to go beyond the tanned ones and analyze the right metrics to keep up with the performance of their actions.

Unlike traditional social media, Social Media are channels of relationship on the Internet in which there are different possibilities of interaction and participation among users. Web 2.0 features such as the ability to generate spontaneous media, create or share content are other characteristic factors.


From networks, independent hotels and resorts to inns and hostels, all means of accommodation are seeking alternatives for the most direct and close contact with your audience through platforms such as Facebook, Instagram, Pinterest and Foursquare. Not by chance, since the internet adds almost three billion users and one in five people in the world uses social networks.

The impact of new technologies has also reached the hotel industry. With every 1% increase in online reputation, the average daily rate may grow 0.89%, occupancy 0.54%, and RevPAR (revenue per apartment available) up to 1.42%. Still, many hosting media are not aligned with new digital marketing strategies, ignoring the importance of these platforms in the market.

  • Brands that work together bring interesting partnerships to the public

The digital environment provides a 24-hour communication and sales channel for businesses such as hotels and restaurants, offering the establishment from the small to the large networks great visibility. There has been a recent change in the way of communicating with customers. For consumers of products in these areas, the information that was previously found only in print, such as guides and travel magazines, are now at a click. Through social media and geolocation services, the search for content was leveraged. Enterprises can encourage their clients to post their impressions on the hotel, a cruise trip, or restaurant. 

  • Strategic partnership between brands add value to their products

Smart and creative strategies are those where both companies benefit and provide a differentiator to their customers. Partnerships between institutions can generate significant benefits related to growth, business disclosure and financial return. Some national hotel chains are already compiling good results after investing in digital media. The achievement of increased business volume from the positive experiences that the media and guests share throughout their journey is impressive. An average 30% of daily revenue comes from online bookings through websites, which count on significant flow. Greater rapport with customers encourages account creation and marketing actions on Facebook and Instagram. Part of the marketing strategy is to identify the interests of users from the separation of content published in publishing houses, as well as in communication vehicles, presenting followers with diversified materials. The sections do not prioritize information only about hotels, but also value the destinations where the units are installed. The posts are quite varied and bring tips on gastronomy, behavior and cultural programming, as well as the agenda of events and trade fairs.


With more than 2 billion active users, Facebook is the largest social network in the world. But it’s not enough just to have lots of fans on Facebook and lots of links to your site, you need to focus on quality and pay attention to every new fan on your page. That way you will be rewarded with high conversion rates. In addition to the basic information it has (age, relationship status, interests, job information and education), Facebook enables brands to partner by aggregating the content value of both in support of concrete results. We highlight the key metrics to track the performance of your products through our communication vehicle.

  • Relevance Score: A rating from 1 to 10 that estimates how your audience is responding to your ad. This score is shown after your ad receives more than 500 impressions. If your ads do not show a good score it is worth reviewing the images and copy used.
  • CTR (Clickthrough Rate): This is the percentage of times people saw your ad and clicked. It’s an important metric to understand if your ad is performing well.
  • Cost per result: The metric is calculated as the total amount spent, divided by the number of results. The cost indicates how the goals set in your ad campaign have been achieved in terms of cost-effectiveness. You can use it to compare performance across different campaigns and identify areas of opportunity. This metric can help you set your bid for ad sets in the future.
  • Frequency: The average number of times your ad was viewed by the same person. It’s important to monitor the frequency with your results and relevance score to ensure that the same people are not exposed to your ads often during a campaign. If performance begins to fall with increasing frequency numbers, the audience may be tired of the ad, and it may be better to change the ad creative or targeting.


Today, according to data from the network itself, there are over 400 million users around the world who post pictures, videos, enjoy the posts and leave their comments. That’s why your business can not be left out, especially if you have some product or service with a visual appeal that adds value to the lifestyle of your consumers. And to ensure the best results, you need a lot more than good images and videos: you need to know all the network’s resources and use them in favor of your company, engaging your audience and growing your network of followers.

The main Instagram metrics are:

  • Followers: The number of users who follow your profile. It is possible to evaluate information such as: gender, age, location, followers by time and day.
  • Impressions: The total number of times your post was viewed. Each view counts an impression, regardless of whether the user is viewing for the first time or not;
  • Scope: Scope defines how many unique people have viewed your publication;
  • Engagement: is the number of tastings and comments that your publication received;
  • Interactions: The total number of actions taken on your profile, such as profile visits and bio link clicks, and click-to-action clicks on the profile (email or phone).


At Instagram Stories, as you share photos and videos, they appear together in a slideshow format in your story. It is also possible to place filters, write about photos and videos, place stickers, mark people, companies, brands and also their location. As with the Snapchat application, the publications in this Instagram update only last for one day. Anyone who watches Instagram Stories can send a message to the publisher of the content using Instagram Direct.

  • Interactions: How many touches your story had, including clicks on the link;
  • Discovery: the total of accounts that were reached with published history;
  • Ringtones to Return: is the number of people who came back to see a photo or video you posted in the Stories;
  • Forward Touches: The number of people who clicked to see the next photo or video of your stories.
  • Exits: Sets the number of times someone has left their history;
  • Answers: The number of responses a photo or video received within Instagram Stories.