Advertising on Social Media

Lesson Content

• Lesson Plan Template:

  CTE Lesson Plan

• CTE Course Info and Benchmark Notes

  
  

  Program Title: Hospitality and Tourism Management

  Course Title: Technology for Hospitality and Tourism Management

  Course Number: 8703110

  Career Cluster: Career and Technology Education

  CIP Number: 0252090101

  Course Type: Career Preparatory

  CTE Benchmarks:

  14.09 Utilize software to generate promotional materials (e.g., webpage, infographics, etc.) for the Hospitality & Tourism industry.

  15.01 Explain how social media and electronic feedback/ reviews impact guest relations.

• Unit Outline

  
  

  This lesson is designed to be used with the case study, “The Benefits of a Viral Post.” See CPALMS resource ID# 209235.

• Career Connection

  
  

  In this lesson students will discuss different social media platforms and which platform is appropriate to advertise on, why it is appealing for rental owners to use social media and identify why property advertising is important for meeting guest needs.

• Learning Objectives

  
  

  Students will be able to:

  • Create electronic marketing materials for vacation rental advertisements using digital tools.
  • Give feedback on peers’ advertisements.
  • Explain the importance of social media advertising on vacation rentals.

• Prior Knowledge

  
  

  Students should be able to:

  • Apply basic concepts of advertising and marketing.
  • Use of social media and digital tools.

• Guiding Questions

  
  
  • How can social media be used as an effective advertising tool?
  • How does social media affect guest experiences?

• Procedure

  
  

  1. To introduce the lesson, activate students' background knowledge of hotel and motel advertising.

  • Discuss the different types of lodging that are available for vacationers.
  • Identify the components that make successful advertising campaigns for hotels and motels.
  • Have students identify current lodging companies that are considered luxury versus economy.
  • Have students share the social media platforms that they’re familiar with.

  2. Distribute the case study “The Benefits of a Viral Post”.

  • Allow students a few minutes to read the case study.
  • While reading the case study, students will:
    • List the characters and their main roles in the case study.
    • Brainstorm ways each character will benefit from the business arrangement.
    • Identify successful social platforms that will get the best results.

  3. After reading the case study, circle back to what makes a successful advertising campaign.

  • Ask students to think/brainstorm what type of media/infographic would fit best for the portrayal of the vacation rental in the case study. (Still picture vs. motion picture)
  • Possible discussion questions:
    • What type of advertisement is appropriate for a still picture?
    • What types of social media advertisements use motion instead of a still picture?
    • Based on the case study, which is the best advertising type for the rental in the scenario and why?

  4. Students will use available digital tools to create an advertisement that will attract vacationers to the beach house property in the case study.

  • Students can choose between a still post or video post.
  • They will submit the advertisement via a learning management system or other available technology to mimic using an actual social media platform.
  • Provide students with the advertisement planning sheet (see attachments and Teacher Notes).

  5. Have students provide feedback to peers on their final advertisements in small groups.

  • For feedback, students will focus on the ad format, style, and what type of information to include based on the economic level of lodging rental they are trying to provide the owners in the case study.

  6. Ask students the guiding questions, “How can social media be used as an effective advertising tool?” and “How does social media affect guest relations?”

  • Allow students time to respond to the guiding questions and present ideas verbally.
  • Students will explain the importance social media advertising has in industries like vacation rentals. Students will be able to identify:
    • the appropriate social platform for the advertisement.
    • the tools needed to create the advertisement.
    • what the advertisement needs to maximize exposure on social media.
    • how social media impacts business and guests' experiences.

• Teacher Notes

  
  
  • In Step 4: Allow students time to work independently for the first few minutes to formulate their own ideas using the planning sheet. Students can share their planning sheet with a partner or group before they begin working on their final version.
  • Students may need additional class time to provide feedback on their peers’ advertisements.

• Optional

  
  

  Extension Ideas:

  • Have students post a review of the final advertisement. The post should include the strengths and weaknesses of the advertisement for vacation property owners or any opportunities and threats for the content creator.