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Overview

Managing Facebook and Instagram for hotels often requires coordination between different teams. This guide helps you establish optimal division of labor between chat team and social media team.
The goal is to separate transactional chat messages from community management and brand building without compromising customer experience.

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Understanding Team Structures

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Typical Hotel Organizations

Single-Team Approach

For smaller hotels:
  • One team manages chat and social media
  • Reception team handles all messages
  • DialogShift automates standard inquiries
  • Simple structure, minimal coordination needed

Multi-Team Approach

For larger hotels/chains:
  • Specialized chat agents for bookings
  • Social media managers for community
  • Marketing team for content strategy
  • Technical team for tool management

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Defining Responsibilities

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Chat Team Tasks

1

Primary Responsibility

Handle direct customer inquiries:
  • Booking requests and modifications
  • Check-in/check-out questions
  • Hotel service inquiries (WiFi, breakfast, etc.)
  • Complaints and problem resolution
  • Technical support questions
2

Working Hours

Typical chat team hours:
  • Main hours: 08:00 - 22:00 (reception hours)
  • Extended: 07:00 - 23:00 (for international guests)
  • Emergency availability: 24/7 for hotel guests
  • Weekends: Reduced staffing possible
3

Tools and Access

DialogShift Live Chat App:
  • Full access to all chat channels
  • PMS integration for booking data
  • Escalation functions
  • Performance monitoring

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Social Media Team Tasks

1

Community Management

Brand building and engagement:
  • Story interactions and replies
  • Responding to comments on posts
  • Community building and follower engagement
  • Emotional/personal messages
  • Influencer communication
2

Content Strategy

Planning and creation:
  • Manage social media calendar
  • Plan posts and stories
  • Coordinate campaigns
  • Ensure brand communication
  • Trend monitoring
3

Working Hours

Social media prime time:
  • Main hours: 09:00 - 18:00 (content creation)
  • Interaction: 18:00 - 21:00 (community engagement)
  • Weekends: Increased activity
  • Holidays: Event-specific coverage

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DialogShift Configuration for Teams

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Basic Settings for Separate Teams

DialogShift Configuration:
Hotel Settings > Chatbot Settings > Advanced Settings
Recommended Activations:
  • ✅ Handle direct messages completely
  • ✅ Prioritize booking inquiries
  • ✅ Automatic escalation for complaints
  • ✅ Enable PMS integration
Deactivations for Social Media:
  • ❌ Turn off story replies
  • ❌ Ignore story mentions
  • ❌ Forward emoji-only messages

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Advanced Filter Rules

Automatic forwarding to social media team:
  • Messages with only emojis (❤️, 👍, 😍)
  • Post comments (“Great photo!”, “Love it”)
  • Event-related messages
  • Tags and mentions
Chatbot Settings:
Facebook > Advanced Settings:
- "Doesn't respond to media uploads" ✅
- "If chatbot doesn't understand input → no reaction" ✅
- "Handover only via buttons" ✅
Automatic forwarding:
  • All story replies
  • Story mentions (@hotelname)
  • Media-only messages (photos without text)
  • DMs with hashtags
DialogShift Configuration:
Instagram > Advanced Settings:
- "Ignore story replies" ✅
- "Ignore story mentions" ✅
- "Media uploads → Live Chat" ✅

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Workflow Implementation

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Daily Operations

1

Morning Routine (09:00)

Chat Team:
  • Open DialogShift Live Chat app
  • Check overnight messages
  • Set priorities for the day
  • Document shift handover
Social Media Team:
  • Open native apps (Facebook Creator Studio, Instagram Business)
  • Check overnight community interactions
  • Finalize content plan for the day
2

Ongoing Operations

Message Type Recognition:
Message TypeResponsibilityTool
”Do you have a room available?”Chat TeamDialogShift
”Great hotel! 😍“Social MediaNative App
”Where is parking?”Chat TeamDialogShift
Story replySocial MediaNative App
ComplaintsChat TeamDialogShift
3

Escalation Protocol

When social media team receives booking inquiries:
  1. Take screenshot of message
  2. Forward to DialogShift team chat
  3. Inform guest: “We’re connecting you with our booking experts”
  4. DialogShift team takes over within 15 minutes
When chat team receives community messages:
  1. Respond friendly: “Thank you for your feedback!”
  2. Inform social media team via internal chat
  3. If needed: Follow-up by social media team

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Weekly Coordination

Every Monday, 15 minutes:
  1. Discuss last week’s numbers
    • Chat volume and response times
    • Social media engagement rates
    • Conversion numbers (chat → booking)
  2. Share trends and topics
    • Frequent chat questions → Content ideas for social media
    • Social media feedback → FAQ updates for chatbot
    • Complaint patterns → Preventive measures
  3. Plan upcoming week
    • Coordinate events and campaigns
    • Coordinate staffing
    • Anticipate special challenges
  4. Tool updates and improvements
    • Discuss DialogShift updates
    • Evaluate new social media features
    • Implement workflow optimizations

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Optimizing Team Performance

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KPIs for Chat Team

Response Metrics

  • Average Response Time: < 5 minutes
  • First Response: < 2 minutes
  • Resolution Time: < 30 minutes
  • 24h Availability: > 95%

Quality Metrics

  • Customer Satisfaction: > 4.5/5
  • Conversion Rate: > 15%
  • Forwarding to Social Media: < 5%
  • Repeat Inquiries: < 10%

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KPIs for Social Media Team

Engagement Metrics

  • Story Response Rate: > 80%
  • Comment Response Time: < 2 hours
  • Community Growth: 5% monthly
  • Engagement Rate: > 3%

Quality Metrics

  • Brand Consistency: 100%
  • Crisis Response Time: < 30 minutes
  • Content Performance: Rising trends
  • Influencer Collaborations: Planned number

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Crisis Management

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Escalation Matrix

Normal operating situations
  • Each team works in their area
  • Occasional forwarding between teams
  • Weekly coordination sufficient
Examples: Normal chat inquiries, standard social media posts

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Emergency Protocol

Immediate measures (< 30 minutes):
  1. First reaction: Show apology and understanding
  2. Escalation: Inform management and both teams
  3. Coordination: Chat team for direct solution, social media for public response
  4. Follow-up: Personal follow-up within 24h
Backup strategies:
  • DialogShift outage: Social media team temporarily takes over all messages
  • Facebook/Instagram outage: Chat team informs via website and email
  • Hotel system outage: Predefined messages across all channels
Coverage arrangements:
  • Chat team shortage: Social media team with DialogShift quick training
  • Social media shortage: Chat team takes over with simplified responses
  • Both teams: Management with external service provider backup

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Training and Development

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Onboarding New Team Members

1

Week 1: Fundamentals

All new employees:
  • Hotel basics and services
  • Brand tone and communication style
  • Basic functions of respective tools
  • Team structures and responsibilities
2

Week 2: Specialization

Chat Team:
  • DialogShift Live Chat app intensive training
  • PMS integration and booking processes
  • Escalation procedures
  • Understanding performance metrics
Social Media Team:
  • Native platform tools (Creator Studio, etc.)
  • Content strategy and planning
  • Community management best practices
  • Crisis communication
3

Week 3-4: Integration

  • Cross-training: Each team learns basics of the other
  • Shadowing: Experienced employees accompany
  • First independent handling under supervision
  • Feedback and adjustments

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Continuous Education

Topic rotation:
  • Month 1: New DialogShift features and updates
  • Month 2: Social media trends and platform updates
  • Month 3: Communication skills and de-escalation
  • Month 4: Team coordination and workflow optimization

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Tools and Integration

Chat Team Tools

Primary:
  • DialogShift Live Chat App
  • Hotel PMS (Apaleo, Mews, etc.)
  • WhatsApp Business (if available)
Secondary:
  • Team chat (Slack, Microsoft Teams)
  • Knowledge base (internal)
  • CRM system

Social Media Team Tools

Primary:
  • Facebook Creator Studio
  • Instagram Business App
  • Native platform apps
Secondary:
  • Content planning (Later, Buffer)
  • Design tools (Canva, Photoshop)
  • Analytics (native + external tools)

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Integration Between Tools

Important connections:
  • DialogShift ↔ PMS: Automatic booking data
  • Social Media ↔ Website: Traffic tracking
  • Both teams ↔ CRM: Unified customer data
  • Team chat ↔ All tools: Notifications and updates
Weekly reports:
  • Chat metrics from DialogShift
  • Social media insights from native tools
  • Combined conversion analysis
  • Team performance dashboard

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Measuring and Optimizing Success

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Dashboard Setup

Create a central dashboard that both teams can use:
Live overview:
  • Current chat queue
  • Real-time social media mentions
  • Response time tracker
  • Team availability status
Conduct monthly analysis of which optimizations have the greatest impact. Often small workflow adjustments make the biggest difference.