![]() ![]() Travellers are most likely to act on personal recommendations,.Travel is a huge investment of time and money,.Planning the right trip is complicated,.Think about it from the traveller’s point of view: It doesn’t matter where the conversations happen. Why? Word of mouth influences visitors, so it should matter to your DMO. Improving word of mouth is all that matters. (This is why we offer sentiment analysis research to our clients.) Even if your Facebook page’s numbers go down because of a new algorithm – especially reach, perhaps the most meaningless metric in terms of impact on visitation – it’s no indication that visitors aren’t talking about you. Understanding your destination’s complete earned media picture can help you understand your advocates even better. They might happen elsewhere on the web, like TripAdvisor or Reddit or in a mountain biking forum. It doesn’t matter whether those positive conversations happen on your Facebook page or not.People trust personal recommendations more than ads and brand messages.The marketing term for those conversations is earned media, which is incredibly valuable. Nurture those advocates, and they will keep talking about your destination on Facebook, at work, at a family reunion or at the hair salon. (Don’t take our word for it, read the DestinationNEXT reports from 20.) Your social media followers are more than an audience they’re passionate advocates. Those fans and followers can also help you share your brand widely by word of mouth – one of the transformational opportunities available to DMOs today. What Facebook provides, better than any other medium, is a tool that lets you connect with your destination’s biggest fans. Besides, the recent Facebook algorithm changes are meant to emphasize quality and authenticity, which is exactly what your destination marketing organization (DMO) should be striving for. It is there to help you talk to visitors and visitors-to-be. It is not about buying attention and getting bigger reach. Social media is about two-way conversation. ![]() Why is your destination using social media? Why are you on Facebook? Instead of reacting to Facebook, examine your destination marketing strategy.Īs our Chief Strategist William Bakker likes to remind us, the question is: WHY? Increasing your Facebook marketing KPIs won’t necessarily affect visitation by itself. You will become distracted by the wrong metrics. ![]() With each algorithm change or major announcement, they adapt their tactics to optimize their output and get the best results possible within the limitations of the medium.īut don’t let your destination’s overall marketing success depend on Facebook’s generosity with organic reach. Savvy content marketers are watching the news and the data. ![]() The company has acted in response to fake news, people who game the system to get web traffic, political pressure, clickbait headlines, bad PR – the list goes on. Is your destination’s Facebook audience destined to die out without a strategic intervention? Chasing the Facebook algorithm will lead you to the wrong metrics.įacebook is reacting to a tough year. Some brands worry they will no longer be able to effectively reach their slice of Facebook’s almost 2 billion users. The social media company says it will begin showing more posts from friends and family and less from business pages, while encouraging meaningful interactions. In January 2018, Facebook announced a significant change to its News Feed algorithm. Mark Zuckerberg, Founder and CEO at Facebook As we roll this out, you’ll see less public content like posts from businesses, brands, and media.” “… you can expect to see more from your friends, family and groups. ![]()
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