Travel and Tourism Marketing - Proper Use of Social Media
Travel and Tourism Marketing - Proper Use of Social Media
Almost every business can benefit from social media marketing, but for the travel industry it's especially important. Social media is the Web 2.0 version of word-of-mouth advertising. But many travel-related companies have not yet made use of this important marketing tool, probably due to not knowing enough about it. It is rather daunting, especially if you personally have no knowledge of things like Twitter and Facebook. If you're one of these people, then this article will help you get started on successful new marketing campaigns.
To begin, you need to define what you want to achieve with social media. Set a goal and state how you will measure success. For example: Increase two-night stays by 25% during the next year. That is a goal, with a measurable quantity clearly stated.
Then you need to start educating yourself about various social platforms and how they work. Join Twitter and Facebook yourself and observe what other people do. Learn the languages used, particularly with Twitter. All those @ signs and #hash marks can be pretty confusing at first, but they're important. Buy beginner books on the subject and get up to speed. You'll probably get addicted -- most people do!
The various forms of social media each have their strengths when it comes to achieving various marketing goals. Twitter, by the way, is considered a form of blogging called micro-blogging.
Listen & Respond: Blogs, Consumer Reviews, Forums, Social Networks (e.g. Facebook)
Engage Customers: Blogs, Contests, Games, Forums, RSS, Trip Planners (e.g. TripIt, Gusto), Widgets
Branding: Consumer Reviews, Contests, Games, Forums, RSS, Social Networks, Widgets
Niche Marketing: Blogs, Contests, Games, Forums, RSS Social Networks, Widgets
Now that you're up to speed on various social media platforms, you can figure out the resources you'll need to assign to this project. Contrary to some beliefs, social media marketing is not free. It requires consistent effort and time, usually by dedicated personnel. You must regularly interact with the networks you're forming in order to promote yourself. Depending on the scope of your plan, it can be a full-time job.
Your travel and/or tourism business will benefit from a well thought out and executed social media campaign by gaining buzz in the short term, and increased reputation and consumer trust in the long-term, but only if you commit to it for the long haul and assign enough resources. If you don't feel you can do that, it is better to not get into social media marketing at all, as
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