--- title: "Special Series: Quick & Practical Social Media Marketing for Properties 04" description: "Facebook isn't trendy, but it's still the foundation of property marketing—especially for overseas guests. Here's why it works and how to use it, even in 2024." published: 2019-04-09T00:00:00+00:00 author: "ONDA 편집팀" category: "Insights" image: "https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a9e12885c2bb4c384b876b_62e766b54383135aa447737d_5e942a6763900074b2d8b35f_photo-by-william-iven-on-unsplash.jpeg" canonical: https://global.onda.me/en/blog?slug=teugbyeolyeonjae-bbalri-baeweo-baro-silceonhaneun-sugso-sns-maketing-04 locale: en --- # Special Series: Quick & Practical Social Media Marketing for Properties 04 ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a9e12885c2bb4c384b876b_62e766b54383135aa447737d_5e942a6763900074b2d8b35f_photo-by-william-iven-on-unsplash.jpeg) Photo by William Iven on Unsplash ### **04. Easy Social Media Marketing for Your Property (1): Facebook** **Writer: ONDA Somora, Manager** ### **Easy Social Media Marketing for Your Property (1): Facebook** Hello! April is here with its warm spring breeze. Winter's last hurrah is behind us — temperatures are rising, though the fine dust is still a bit much. Hope you're all masking up and staying safe. Today, we finally dive into the first social media channel you can actually use to market your property. Until now, we've covered *why* you should be doing social media marketing. From here on out, we'll talk about why each platform works for hospitality, and how to use it to get results — with a few quick tips along the way. We're starting with the channel I first introduced you to: **Facebook**. ### **Facebook: The Foundation of Social Media Marketing for Lodging** Lately, photo-first platforms like Instagram and video-first platforms like YouTube are dominating the social media conversation. Celebrities and comedians are leaving TV behind to run their own channels. YouTuber is a high-income job now. Gen Z and millennials don't even search on Naver anymore — they go straight to YouTube. So why am I talking about Facebook first, when it's not the hottest platform anymore? **Because Facebook is still the foundation of all social media marketing.** Sure, people say Facebook's popularity is fading and users are leaving. But in marketing terms, Facebook's reach and effectiveness remain high. And while Korea has largely migrated from Facebook to Instagram, **international users still lean heavily on Facebook** — so if you're targeting overseas guests, pay close attention. ONDA has scaled back the time we spend on Facebook, but we haven't removed it from the roster. It's still a core channel in our marketing mix. Anyone who's done online marketing has tried Facebook at least once. It's the most representative social media marketing channel, and as of 2018, it still had the largest user base of any platform — **2.27 billion users worldwide**, as we covered in our earlier breakdown of domestic and international social media usage. With the world's largest user base, Facebook's marketing power is far from dead. Among marketers, Facebook's ad system is widely considered the best ever built. They say that no matter what marketing strategy you use, Facebook amplifies it. Of course, businesses and properties operate differently. Effectiveness varies depending on who your target audience is. But today, let's assume Facebook *can* help your property. I'll walk you through the simple operation methods I mentioned last time — in more detail — and share easy, actionable Facebook marketing tips you can start using right away. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b481a_62e766b5438313ec4747737e_5e942a6773fd9dddaa8989a3_1.png) ONDA's Facebook page ### **1. Build Your Audience** ##### **1) Create a Detailed Account and Profile** This is basic. But it's also the most important. To promote your property on Facebook, you need a Facebook account people can find. When you create an account, **set it up as a Business Page** — not a personal profile. Business Pages support ads and other services you'll need. We'll get into that later. First, let's talk about your profile. Your profile is the first thing people see when they land on your Facebook page. **It's your property's main storefront.** Business accounts let you include a lot of information about your property. Use that space. Add photos of your property, write a clear description, and fill in accurate contact details. If you add an English version of your info, international guests will appreciate it. The more complete your profile, the easier it is for guests to find and trust you. ##### **2) Like, Comment, Share — Always** Once your account is live, it's time to get noticed. Growing a Facebook Business Page organically — without spending money — is tough. Especially if you're running a property and don't have the time or expertise to create polished content. Later, I'll touch on Facebook's paid ad features. But even without a budget, you can grow your page by posting consistently and sending friend requests to people around you. As your follower count grows, **like and comment on their posts** whenever you can. It brings them back to your account. If someone writes a review of your property or posts something interesting, **share it**. Shared posts reach more people than original posts, so it helps with visibility. Over time, your follower count will grow, and your page will start ranking higher in search results. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b481e_62e766b54383133728477382_5e942a67f70fbb792e0fd849_screenshot-11.png) Use profile photos that represent your property well, fill in accurate info, and always leave likes and comments! ### **2. Create Compelling Content** On Facebook, **content is king**. When you ask people why they use social media, they say it's to share their lives — but also **to discover interesting posts and videos**. On Facebook especially, accounts rise and fall based on a single piece of content. That's why creating compelling content matters so much. People stumble onto great content and follow the account — they don't search for your property by name. And you can't just make one great post. You need to create and upload consistently. To show your account is active, aim to post **at least once a week**. But if you're stuck on what to post, here are a few tips. ##### **1) Tell a Story with Short, Emotional Captions** I'll hammer this home in every platform we cover: **people hate direct advertising**. If you post "Our property is amazing!" you might convey information, but you won't capture anyone's imagination. If creating content feels hard, start simple. Find the prettiest spot in your property. Take **one photo that captures the mood**. Pair it with **a short, evocative caption** — not a sales pitch. Instead of "Our property is beautiful and great," try something like "A quiet autumn day at the lodge." People will wonder where the photo was taken. These short, subtle captions spark curiosity and stir emotion. Over time, as these posts accumulate, those short phrases become a story — a mood — that sticks with guests. It's a natural way to draw attention to your property and lead people toward booking. ##### **2) Build Common Ground with Audience-Specific Content** One of the most important elements of Facebook content is **relatability**. People hit "like" when they feel a connection to the post. If your content doesn't resonate, it won't matter how good it looks. That's why **you need to create content people can relate to**. And that's not hard. You just need to know your audience. Once you understand the age, gender, and type of guests who visit your property, you can create content around what they like — trending slang, popular spots, interior design trends, or local attractions. For example, if your property attracts young travelers, highlight hip local spots. If you're in Busan, do a "Top 5 Busan Tourist Spots" post. Or share "Owner's Pick: Best Restaurants Near the Property." The content possibilities are endless. If you can add simple graphics to accompany your text, even better — it'll resonate with more people. These days, there are tons of mobile apps for quick image editing. Give them a try. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b4810_62e766b54383133457477381_5e942a665f86781334657b25_photo-by-eaters-collective-on-unsplash.jpeg) Beautiful property photos + short, emotional captions = guest interest. (Photo by Eaters Collective on Unsplash) ##### **3) Stand Out with Fun, Unique Content** Finally, **your content needs to be fun**. No matter how hard you work on it, if it's boring, people won't care. I'm not talking about lodging here, but think of Facebook pages that went viral — like the Korean Folk Village, which played up traditional culture with a modern twist, or the Busan Police, who broke the stiff cop stereotype. They created content no one had seen before. Your property can do the same — grab attention with something unique. It doesn't have to be flashy or big-budget. Just relax and share the small, funny moments that happen while running your property. Guest stories. Unique traditions or events at your place. Anything people might find interesting. This kind of content makes your property feel approachable and keeps the conversation going on Facebook. ### **3. Use Different Content Formats** We've covered *what* to post. Now let's talk about *how* to deliver it. Facebook offers a ton of tools and formats for content. Business accounts especially have more options than personal profiles. Live broadcasts, events, coupons, job postings, text, photos, videos — the list goes on. Today, I'll focus on the two most common formats: **photo + text posts** and **video posts**. ##### **1) Create Content in Card News Format** When you think of Facebook content, **card news** probably comes to mind first. There are entire platforms dedicated to creating card news — it's become the go-to format for content marketing on Facebook and beyond. Since most users access social media on **mobile devices** — phones and tablets — content that's easy to read on a small screen performs best. One thing I always emphasize in offline training is **readability**. Marketers and property owners usually create content on desktop computers. But content is made for the viewer. You have to think about how it'll look to guests. What looks good on a big screen might be unreadable on a phone. That's where card news shines. Card news uses **square frames** to highlight key words and messages. You can emphasize the essentials and make them easy to absorb. Plus, users can swipe through the cards quickly — getting the full story in seconds. Try using this format to introduce your rooms, highlight your property's unique features, promote events, or explain your booking process. **Pro tip:** When you make card news, always check that the text is legible, key points are emphasized, and everything you want to say is included. If you have access to Facebook's Business Page ad manager, use the mobile preview feature to see how it'll look on a phone. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b4813_62e766b5438313795447737f_5e942a6736c30bed5fe8c4e4_screenshot-1-5.png) ONDA's Facebook card news post ##### **2) Make Video Content** Once you're comfortable uploading photos and text, it's time to try **video**. As I mentioned in earlier posts, YouTube is exploding in popularity. People now **prefer video over photos**. More lodging businesses are using drones or video to promote their properties, and they're featuring those videos on their homepage hero sections. So what's the effect? Many guests are skeptical of property photos — they assume they're retouched. Photos don't always inspire trust. Video is different. It shows every corner of the property, including the spots photos don't cover. Unless you're a professional editor, it's hard to fake video. So video shows guests the real thing. Watching a video of your property is almost like visiting in person. **That shortens the decision-making process and increases booking rates.** Facebook lets you record video directly or upload one you've already made. One great video can be more memorable than ten similar room photos. So why not film a walkthrough of your property and upload it? ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b4816_62e766b643831364d8477384_5e942a67241fd82ab07dd200_2.png) ONDA's live seminar video on Facebook ##### **3) Use # Hashtags and @ Tags Wisely** Hashtags and tags aren't just for Twitter or Instagram. **@username = tagging** is one of Facebook's most-used features. And while Facebook was slow to adopt hashtags, **a single #** can connect your post to a whole universe of related content. Hashtags and tags give your property more visibility on Facebook. Some say Facebook's hashtag function is weaker than other platforms, so people don't use it much. The reason comes down to **platform features**. On Instagram and Twitter, hashtag search is a core function — people use it constantly. But on Facebook, @ tags and "interests" you've liked already surface tons of content. You don't need to search for more. Still, I recommend using hashtags because they serve more than just search. They have multiple uses. **So how should you use hashtags and tags?** First, create a hashtag that represents your property. Use it consistently in your posts, along with popular hashtags in the lodging industry. You can find sites that generate or recommend popular hashtags if you search on Naver or Google. Keep hashtag count low — 1–2, or up to 5 max. Facebook data suggests fewer hashtags actually improve reach. Use the same hashtag when you share posts or ask guests to post reviews. Also, **use @ tags to connect your property to relevant people or pages**. For example, if you're posting about a nearby restaurant or tourist spot, tag that restaurant's Facebook page or the attraction's account. It gives people easy access to more info. Using hashtags and tags strategically will bring more visitors to your property's Facebook page. Lastly, **use links**. Facebook lets you insert multiple hyperlinks in a single post. Use that feature to drive direct bookings. Whenever you upload a post, include a link to your property's website or real-time booking page. Someone might come to Facebook to learn about your property — and end up booking on the spot. ### **4. Leverage Facebook Business Page Features** The final tip I'll share is how to **use Business Page features**. I've been assuming you're running a Business Page this whole time. Facebook offers business-specific admin accounts and company pages tailored to people running businesses. When you set up a business manager account, you can create a dedicated business page, run ads, and assign multiple admins to help manage the account. If you have staff, you can manage the account together. Facebook has way more features than I can cover here. There are countless ways to use Business Manager and run a page that fits your property's needs. I'll focus on a **few essential, high-impact features**. If you want to learn more, there are plenty of resources online. ##### **1) Add a Call-to-Action Button to Your Page** When you visit your property's Business Page, you'll see a button in the upper right corner of the main screen. This is the **page button feature**. You can use it to link to your website, add a phone number, or enable real-time bookings. Facebook even offers a built-in calendar reservation service and direct contact features. For lodging businesses, if you have a website or real-time booking page, click **\[Book Now\]** and insert the link. If you don't have a link, click **\[Contact Us\]** and add a phone number where guests can reach you. ONDA provides **free real-time booking page URLs** that you can insert here. ##### **2) Create and Run Ads** If your property has a marketing budget, **running Facebook ads** is a solid move. Across all social media platforms, Facebook has the most robust ad system and algorithm. It delivers the best ROI for paid marketing. On your Business Page, add an ad account, create content to promote, set your target audience (age, gender, location, etc.) to match your guest profile, and allocate a budget. Facebook makes it easy to create and distribute ads. Best part? You can **promote posts you've already published**. If a piece of content performed well organically, you can boost it with paid reach — starting at ₩1,000 per day. Add a booking URL button to the post and run it as an ad. Watch your click-through rate climb. ##### **3) Create Events** Business Pages also let you **create events**. If your property is hosting a party, exhibition, grand opening, or discount promotion, this feature is perfect. Creating an event is easy. Add the date, location, and details. In the ticket sales section, insert a link to your booking page or a form to collect guest info. People can sign up for your event, participate, and even pay — all on Facebook. You can add all kinds of property happenings to the calendar and promote them this way. You can also run paid ads to boost event visibility. And Facebook provides automatic insights for your events, so you get analytics at no extra effort. ONDA uses this feature **to promote regional seminars and training sessions**. If you want to try it, Facebook provides step-by-step guides to walk you through event creation. ##### **4) Offer Coupons, Discounts, Deals** If you want to encourage repeat visits, try the **\[Offer\] feature**. On your Facebook page's main post section, you'll see a tab labeled **\[Offer\]**. Click it to create coupons, discounts, or deals. It's useful when offering discounts to returning guests, running festival promotions, or launching special rates during the off-season. Here's how to create a coupon. Click the \[Offer\] button at the top of the post section. A pop-up will appear. Add an image, select the offer type, write a description, and insert a link for online or offline redemption. It's quick and easy. **But a clean, official-looking discount feels more professional than just saying "we have a discount!" in a post.** Many properties already offer discounts to repeat guests. Why not formalize it with this feature? ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b480a_62e766b54383137f9e477380_5e942a68efc8a01c566084a1_screenshot-2-3.png) On Facebook Business Pages, you can add buttons, create ads and events, and issue coupons. ##### **5) Enable Messaging** Tired of your property phone ringing off the hook with guest inquiries? Want to communicate faster and easier? **Facebook's \[Messenger\] feature** is your answer. As mobile and online take over, more people prefer texting and chatting over phone calls. Companies worldwide are replacing phone support with chatbots and messaging. That trend isn't slowing down. So let's get with the times and offer smart guest communication via messaging. Big companies like KT and Starbucks, and international brands like Uber, handle customer service through Twitter and Facebook — using the **\[Messenger\] feature**. Here's how to set it up. Go into your Business account settings and enable messaging. Now guests can send you direct messages. You can **respond in real time, answer questions instantly, and chat with guests** — that's the key advantage. Guests get comfortable, instant answers. You process inquiries faster. It's a win-win. ONDA uses Facebook Messenger to handle international guest inquiries and resolve questions in real time. ![](https://zqcfqfqgiyckyhazcfrk.supabase.co/storage/v1/object/public/blog-images/webflow/6316f3f75130788ec2d762dd/65a8b2542e45a206604b4806_62e766b64383137999477383_5e942a68b499e51988df38f0_8.png) ONDA uses Facebook Messenger to respond to inquiries. ### **Smart Facebook Use = More Bookings** That's it for today — our first installment on easy social media marketing for lodging businesses, focused on **Facebook**. In 2025, social media is core to property marketing. Agencies are popping up everywhere. People are pouring money into social media to attract guests. Among all the platforms, Facebook has held its ground for years — proving itself as the most adaptable and influential medium for any kind of marketing. Even when people say Facebook's popularity is declining, the platform keeps evolving and remains **a launchpad for new, creative marketing**. Sometimes a Facebook campaign generates more buzz than a TV ad. It can drive serious revenue growth for properties and businesses. That said, Facebook marketing isn't a guaranteed win. Even if you follow the strategies I've outlined, guests might not care. ROI might fall short of expectations. But one thing I can say with confidence: **marketing is all about consistency**. I've covered a lot today. You won't implement it all at once. But like any growth process, take it step by step — account setup, content creation, guest engagement. Do it steadily, and before you know it, your property will be running successful Facebook marketing. I'm rooting for all of you to run your Facebook accounts — and all your social channels — the right way. Thank you. **\[Series Index\]** [2019.01 What Is Social Media Marketing, Anyway?](https://onda.me/magazine/25/post/2011) [2019.02 Why Do Social Media Marketing, and What's the Winning Strategy?](https://onda.me/magazine/26/post/2107) [2019.03 Getting to Know Social Media Marketing Channels](https://onda.me/magazine/27/post/2216) **2019.04 Easy Social Media Marketing for Your Property (1): Facebook** 2019.05 Easy Social Media Marketing for Your Property (2): Kakao Plus Friend 2019.06 Easy Social Media Marketing for Your Property (3): Kakao Brunch 2019.07 Easy Social Media Marketing for Your Property (4): Naver Cafe 2019.08 Easy Social Media Marketing for Your Property (5): Naver Modoo 2019.09 Easy Social Media Marketing for Your Property (6): Naver Blog 2019.10 Easy Social Media Marketing for Your Property (7): Instagram 2019.11 Easy Social Media Marketing for Your Property (8): YouTube 2019.12 Additional Marketing Tips: Naver Smart Place ## [**View the full magazine <<**](http://bit.ly/magazineon28)