Social media measurement has evolved drastically since brands first forayed into Facebook, Twitter and other social platforms. So, has your approach changed too?
If not, then it’s time for a refresh.
Social media is an essential tool for marketers, especially in travel. Consider the following:
Clearly people engage with travel topics and brands on social media. But how do you know if your social strategy is paying off?
It’s all about relationships
Gauging social media success today means looking beyond numbers and focusing on relationships instead. Sound familiar? We’ve said the same about developing engagement on a few targeted platforms rather than maintaining a superficial presence on all of them. Again, the quality of relationships — not the quantity of “likes” — is key.
While brands focused on initial engagement metrics (e.g., “likes” and “follows”) in social media’s early days, today it’s essential to dig deeper. After a potential traveler “liked” your post, did they ever engage with your content again? Did they share your message with their own network? Post a picture of their travel experience using your hashtag? Ask a customer service question? Or make a booking?
Travel marketers can gain deeper insights by looking at qualitative data, not just quantitative. To analyze social activity across channels, delve into areas such as:
“Likes,” “follows” and similar metrics are still important. They provide a baseline. But when it comes to improving your social media strategy as part of an integrated marketing approach, it’s important to not only look at the numbers — consider the people behind those numbers too and focus on cultivating meaningful, sustained, two-way interactions with them – there lies the pay off.