Monthly Top 5: Create Killer Social Content

Sarah Gavin, Head of Communications
November 12, 2015

Rule #1 in marketing is to understand our products and our target market. Marketers then work to reach their audiences with compelling messages. In order to create and manage effective and engaging online content, travel marketers need to understand the platforms and devices that their audiences are using. We know that our customers are using social media in droves – but we also know that the devices, screen sizes and short-cuts they use to navigate their way through their online day is always changing.


  • A recent Sharaholic report revealed that Facebook, on average, drives 25% of all social referral traffic.
  • In 2015, video officially became a central component to Facebook strategy, with over 4 billion videos viewed on the network each day.
  • 31 billion users now access Facebook on their mobile devices each month.
  • Eighty percent of active Twitter users are on mobile, and 77% of accounts are outside the U.S.
  • According to Buffer, Tweets with hashtags receive twice as much engagement as Tweets without hashtags.

With this in mind, here are the Top 5 Tips to Create and Manage Killer Social Content in today’s ever-changing online world.


Keep on top of your social media branding standards and watch your engagement and conversions grow! For more best practices, download our social media ebook here.


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Sarah Gavin
Head of Communications
As head of communications for Expedia, Sarah Waffle Gavin holds responsibility for corporate and consumer media relations, influential programs across press, bloggers and social media for the Expedia brand. Foodie, tech geek, traveler and mom of four, when she's not strolling through the shops of Manhattan or sitting poolside in Mexico, she hangs her hat in the burbs of Seattle at the intersection of travel, technology and motherhood.
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