Just before closing the year I thought of bringing you a quick update on hotels in the Algarve using Twitter. However, this week’s list is a little different from the previous, as I now only considered those hotels with a Klout score – measuring the overall online influence of hotels. Due to this, the previous Top 35 was now reduced to a Top 10.
Compared to the previous list there is little change with respect to the growth of the followers base within this Top 10; it just increased by a total of 86 or 0,6%. Portobay and Tivoli both added 23 followers, whilst the Holiday Inn Algarve saw its following reduced by 4.
Due to this rather insignificant movement, and not wanting to pursue the number’s game of followers, I now also included 2 other measurements to further evaluate the hotels’ engagement and twitter activity, the:
- Tweetreach: This tool gives you detailed reach analysis for any search term on how tweets about that term have spread on Twitter. This will give you an understanding of the overall impact of your message or campaign.
- A high reach indicates that a broad base of different users found your message interesting and spread it to their followers. It often means that multiple unrelated people found out about your campaign from sources outside of Twitter.
- Conversely, a lower reach means that your message is likely only being shared among a smaller group of people who may be more interrelated; e.g. people in the same geographic area.
2. Twitalyzer: This tool uses a combination of the following factors. [The tool also provides comprehensive dashboards and metrics when logging in with your twitter account]:
- The number of followers a user has
- The number of unique references and citations of the user in Twitter
- The frequency at which the user is uniquely retweeted
- The frequency at which the user is uniquely retweeting other people
- The relative frequency at which the user posts updates
|1||Pestana Hotels & Resorts||3.981||54||9.216||1,0%|
|2||Portobay Hotels & Resorts||2.162||44||49.886||1,1%|
|3||Monte Santo Resort||814||35||814||0,2%|
|4||Tivoli Hotels & Resorts||1.814||31||3.487||0,5%|
|5||Martinhal Beach Resort & Hotel||105||30||105||0,1%|
|8||Holiday Inn Algarve||1.441||10||1.441||0,3%|
|9||Cabanas Park Resort||357||10||x||x|
|10||Balaia Golf Village||274||10||4.100||x|
When combining the results of the 3 tools, the following can be remarked:
- Klout score. It is clear, that besides the rather sluggish growth of the followers, that 4 hotels improved their Klout score, whilst Tivoli saw its score reduced – all pertained to the first 5 spots of the table.
- Tweetreach. On average the hotels sent just 14 tweets, whilst Cabanas and the Sheraton Algarve have not sent a Tweet at all. Most tweets were sent by Portobay (50 – the default maximum of the tool), followed by Pestana (19) and Hotel Faro (17). In total the Top 10 contributed for 153k impressions and offset against the number of followers this is a “viral” factor of 11,3.
Pestana, Monte Santo and Martinhal have a relatively high exposure (read impressions) compared with a low reach. Those hotels should be careful, as this is an indicator that you may have a core of users to whom you are trying to spread your message by tweeting repeatedly, but that your campaign is failing to take off beyond those users’ followers. A high exposure among a small group of people may mean they feel “bombarded” by your message. You may want to alter your message or seek out other ways to get more Twitter users involved to avoid over-saturating a small group. Having said this, in the case of Pestana this contradicts their good Klout score!
- Twitalyzer. Both Pestana and Portobay are reconfirmed as the Twitter leaders, followed by Tivoli and Hotel Faro. Whilst Tivoli has the least of followers (1.814) amongst these 4 hotels, the first 3 hotels are all classified as an “Every Day User” – who have a small circle of influence but great potential, whilst Hotel Faro is held as a “Reporter” – Reporters are connected people and great communicators.”
In conclusion: Both Pestana and Portobay stand out from the “crowd”. The hotel with the least of followers present in the Top 10, Martinhal, has merely 105 followers, while some hotels have been inactive over the recent period, leaving me with the following comment:
Is Twitter by the Hotels in the Algarve underestimated, misunderstood, or is the little show of engagement a conscious strategy choice e.g. by rather focussing on Facebook or due to a lack of resources – read, not having a dedicated department dealing with Social Media? Let me have your comments underneath!