For hotels, this means that sharing items such as special booking offers and events on Facebook Pages will require paying for ads. Facebook claims that this is to improve the quality of everyone’s News Feed by reducing the number of “overly promotional” posts, and that brands with quality content will still be able to reach their fans. However, Social@Olgivy has found that overall organic reach for brands has significantly decreased this year and may approach close to zero by the end of this year. The takeaway for hotel marketers? Facebook is no longer a “free” marketing channel. To get any sort of reach - paid or organic - to current or potential fans, hotels will need to pay something. However, by understanding the platform and its potential, hotels can stretch their marketing dollars much more effectively. For hotels, Facebook marketing generally falls into two categories: brand engagement and conversion-driven promotions. Get the full story at Travel Tripper