it's thursday, so today's facebook page post is about um, i don't … · extend the...
TRANSCRIPT
It's Thursday, So Today's
Facebook Page Post Is About...
Um, I Don't Really Know
Sheila Scarborough
Tourism Currents
Let’s think big for a minute…
What is your overall mission & purpose? Big goals for next 3-5 years?
Your one thing probably isn’t enough.
Use the power of
regional social media marketing, too.
@SheilaS@TourismCurrents
Strategy...
Have One!@SheilaS
@TourismCurrents
Strategy Down to Each Social PostGoals for your attraction, hotel, or business
Marketing communications to support goals
Social media that supports your marketing
Instagram photos to reach particular market@SheilaS
@TourismCurrents
Example: Strategy to Social PostIncrease visibility of crafter / maker “scene”
Marketing goal to support - reach textile crafters
Social media to support crafter outreach
Instagram photos of textile arts, using hashtags like #quilting, #spinstagram, & #fiberarts
@SheilaS@TourismCurrents
Who are your customers, guests, or
visitors?
Where are they online, including social media?
@SheilaS@TourismCurrents
Give them what they are Googling
for (your keywords, & be specific)
“You have to have a plan, so you can
change it.”
Editorial Calendars keep you on track
@SheilaS@TourismCurrents
Too Much? Try Leslie’s Plan(tools required - paper & pen)
• Monday – Something specific for the market you want to grow (culinary, birding, music, etc.)
• Tuesday – Calendar of Events
• Wednesday – Tourism partner focus
• Thursday – Weather, #TBT, behind the scenes
• Friday – Weekend events @SheilaS
@TourismCurrents
Extend the reach for your social media with…
Tagging
Hashtags
@SheilaS@TourismCurrents
Think about
tagging people
too!
Using hashtags to reach a
niche market
Measuring your digital marketing & social
media
What does success look like to you?
@SheilaS@TourismCurrents
Start With the Big Dog – Google Analytics
@SheilaS@TourismCurrents
Finding what refers (sends) traffic to your website
• Go to Google.com / analytics
• Acquisition – All Traffic – Referrals
• Acquisition – Social – Network Referrals
@SheilaS@TourismCurrents
Facebook Analytics (Insights)
Twitter Analytics
Sample ways to measure progress• Increase awareness•Measure reach of Facebook Page posts•Company Page reach (impressions & uniques) on LinkedIn
• Increase engagement & advocacy•Measure percentage of Shares on Facebook•Measure engagement rate on Twitter
• Generate more leads•Measure email signups from a Twitter card campaign•Measure referral traffic from social media to your website
Thank you!Sheila Scarborough
Tourism Currents