The massive and tangible benefits for travel companies of engaging with customers via social media cannot be overstated. That said some platforms work better than others for certain types of content. Here we explore the pros and cons of various social media platforms and the type of content that suits each.
For: Facebook is one of the most ubiquitous platforms. Almost everyone has a Facebook profile. This gives your page a phenomenally large potential reach.
Against: We all have it, but not everyone engages with it as much as we used to. Like it or not, use of this platform often extends only to mindless scrolling when bored.
Content tips: Links work well, but the headline has to be catchy in order to grab the attention of said bored, mindless scrollers and get them onto your site.
For: Twitter is a lively platform which encourages meaningful interaction and collaboration between people and organisations, so you can get invaluable information and feedback as well as directing people to your website.
Against: With users’ Twitter feeds constantly updating, it is easy for tweets to get missed. Avoid this by tweeting about the same information (e.g. a competition) multiple times, particularly if it's content that you are really keen for your followers to engage with.
Content tips: Twitter is a great platform for showing your company’s personality and sense of humour. Make it fun and connect with your followers on a personal level.
For: Instagram was pretty much made to share travel photos. You can convey lots of subtle but powerful branding through your pictures and hashtags, and on a rainy day no one will be able to resist booking a holiday with you!
Against: Watch out for badly-judged photos offending or alienating your followers. Small mistakes can have big repercussions and it isn’t easy to take things back.
Content tips: People love the inside view of companies that Instagram can reveal – give your followers exclusive peeks and run competitions that offer freebies in return for using your hashtag.
For: LinkedIn is an invaluable tool for virtual networking and building professional relationships with other travel companies and relevant service providers.
Against: If the majority of your customers are private individuals then LinkedIn may not be the most lucrative in terms of bookings and tangible ROI. However, it is still worth using this platform to establish industry recognition.
Content tips: Share any unique content you have to help build or cement your reputation as travel experts. Sharing in groups of associated people and companies is a particularly valuable way to target your content.