It's Thursday, So Today's Facebook Page Post Is About Um, I Don't … · Extend the...

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

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

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