Free Assessment Tool
Is Your Hotel's Social Media
Working Hard Enough?
The Hotel Social Media Self-Audit Scorecard
How to use this: Rate your hotel's social media presence honestly across each of the 10 areas below. Circle or click your score (1–5), then tally your total to see where you stand — and what's holding your property back.
Scoring key:
1
Non-existent2
Needs major work3
Developing4
Strong5
Exceptional01
Content Consistency
Are you posting regularly, or is your frequency sporadic? Sporadic posting can create reliability issues with your guests.
02
Photography Quality
Does your feed have a cohesive look? Are your photos/videos telling the visual story of your brand? Curated feeds help build trust and increase bookings.
03
Brand Storytelling
Are you using a distinct voice when you post? Are you pulling through narratives each month for your guests to follow along? Do your customers feel connected?
04
Audience Engagement
Are you responding to guest DMs in a timely manner? Are you letting comments go unanswered? Being active lets your customers know you're reliable.
05
Platform Presence
Are you putting effort into the right channels for your targeted audience? Is your page optimized for the industry and is your bio telling a strong story?
06
Content Mix
Are you using a variety of media options, like Reels, stories, carousels, UGC to tell your story? Variety helps give potential customers a lot of content to enjoy when researching.
07
Paid Social Strategy
Are you using targeted ads to reach your ideal audiences? Are you geofencing ads to the markets with direct flights to your city? A solid paid strategy can help you increase bookings.
08
Analytics & Reporting
Are you tracking growth, reach, booking clicks, and more? You use analytics to optimize everything else; shouldn't your social media get the same treatment?
09
Competitor Awareness
Are you benchmarking against your competitors properly? What are they doing well that's working?
10
Revenue Attribution
Are you tracking the success of your social media attribution to bookings? Are UTMs properly applied to count towards your marketing ROI?