In April, Facebook debuted their new-and-improved “Like” button, allowing users to more easily connect with brands, services, and products across the Web.

The old Facebook “Like” function allowed users to connect only within their Facebook networks. For example, if someone posted any content, their network of friends could click a button if they enjoyed the content. The new “Like” button takes this group-excitement principle a step further by letting Facebook users click “Like” buttons on third-party websites. The user’s Facebook profile will then be connected with the company’s Facebook page.

The third-party “Like” button isn’t a one-time connection; it’s an open channel—like adding a new friend—that allows the third-party to update the user’s News Feed with news, offers, links, or photos. For those in the hospitality industry, this means you can offer discounted rates, room photos, or special offers directly to people who are already interested in your services. This represents a truly specific and personal style of advertising with a correspondingly higher ROI.

There are several intelligent ways the hospitality industry can use to leverage this powerful connection with Facebook users. To encourage as many people as possible to “Like” your website – and, more importantly, to retain those fans – you need to follow some basic steps.

1. Drive Users to Your Website

In order for people to “Like” your hotel, they first need to visit your hotel website. There are many ways to do this: the most powerful is through discounts. When a guest checks out of your hotel, print a message on their bill with an offer such as, “Click “Like” on our website and get 10% off your next stay with us!” Similar messages can be placed in brochures, emails, newsletters—even online banners.

2. Keep Their Interest with Content Dynamic

Once a customer “Likes” your website, they will remain fans only as long as the connection benefits them. This means offers, news, and interesting or useful content. It also means you shouldn’t spam your users with too many updates a day. Depending on the tone and the brand image, you can provide fun stories from the hotel staff, contests, discounts and freebies, you name it. Always keep in mind your customer, and put yourself in their shoes when delivering communications.

3. Encourage User Interaction

With the addition of the “Like” button, your Facebook page will become almost as important as your hotel webpage. Frequent travelers are fiercely loyal to the hospitality brands they prefer, and will often take photos or post testimonials about their trip. Encourage this dialogue by posting user-generated content on your Facebook page. Allow customers to upload videos, post questions or concerns, and share the details of their stay. You can also offer special discounts and bonuses to customers who go to special efforts editing movies and photos of their experiences with your hotel. This encourages people to interact with your Facebook page, and it also increases positive buzz.

Installing “Like” buttons on corporate sites is an intuitive process; sites like Duct Tape Marketing offer codes (“Social Plugins”) that can easily be added to your websites template. But for those considering using “Like” buttons as part of an overall Social Media corporate strategy, it may help to consult a digital marketing team to make sure the technology can be leveraged efficiently without making the user feel overwhelmed by communication.

Still have questions? Here’s what Facebook has to say about third-party “Like” buttons:

What are social plugins?

Social plugins are simple tools that can be “dropped” into any website to provide people with personalized and social experiences. Using social plugins, websites everywhere can give you more ways to experience the web with your friends—from letting you form connections on these sites with your favorite movies or restaurants to showing you the most popular content based on what is being shared among your friends. Rather than seeing popular stories, products or reviews from people you don’t know, you’ll now see content that matters to you the most—from your friends—displayed prominently.

Social plugins include:

- “Like” or “Recommend” Buttons: click to publicly share and connect with content you find interesting.

- Activity Feed: what your friends are liking, commenting on or sharing on a site.

- Recommendations: Most liked content among your friends on a site.

Get the full article from HotelMarketing.com

Related article: http://www.marketingtimes.com/2010/04/how-facebook-plans-to-take-over-web/