Destination Marketing: A Guide to Social Media

Destination Marketing: A Guide to Social Media

What connects destinations and travelers before they even set foot on location? Social media.

With an estimated 2.77 billion social media users around the globe, there’s no question when it comes to whether or not you need to strategize your social. But no matter how obvious the need for social strategy is, finding a starting point and designing a plan can be overwhelming.

There are so many different channels and platforms leading the world of social media marketing, which means your destination becomes global as soon as you log on to the Internet. And with nearly 24% of social media marketers noting that their top social media marketing challenge is missing a formal strategy, your destination needs its own guide now more than ever. Stop taking shots in the dark and start getting the most out of your social efforts with our destination social media marketing tips.

User-Generated Content for Destinations

If there aren’t any pictures of travelers visiting your destination, did any travelers really visit your destination? Solve this philosophical debate by legitimizing your social media with user-generated content (UGC). Your social media should heavily consist of high quality content that was designed specifically for your channels, but your feed can look like a ghost town if it doesn’t have some actual user presence.

No matter how credible your destination is, people trust people; and 70% of consumers trust the opinions of other consumers when making decisions. UGC is not only compelling to potential visitors, it’s concrete proof that your destination has something to offer, and this evidence doesn’t have to be black and white. People are unique and they can help make your destination unique. By sharing photos, videos or text posts from visitors who have enjoyed your location and want to share their experience, your social media will become a host for more users to spread their content and leverage your destination’s instagrammability along the way.

UGC isn’t a shortcut for social media management, and it should never be used as a substitute for valuable content. But it can add value if you choose content that reflects the ideals of your destination and the interests of its targeted visitors. Breathe life into your social media by featuring the travelers who keep your destination desirable.

Using Travel Influencers for Your Location

What drives travelers to visit specific attractions and locations at a given destination? They do their research. This consists of going online and searching countless websites, blogs and influencer media to get recommendations and find a trusted resource that aligns with their values and interests.

That’s why the influencers you partner with can and should be specific to your targeted visitors. For example, the head of household for a family that travels together wouldn’t be seeking recommendations from a solo traveler blog. By seeking out influencers that fit your demographic, you can trust that their message will be tailored to your destination in a way that speaks to the audience you’re targeting. Try to determine the dynamic of your visitors and strategize your partnerships to effectively target their wants and needs.

The allure of influencers is undeniable, but results still matter. Luckily, social media influencers have a proven track record of increasing engagement, traffic and SEO value. Partnering with an influencer related to your audience’s core values helps to drive higher organic traffic through an increase in shares, comments and mentions. Ultimately, influencers further your destination’s community and build relationships, but they aren’t the only source to be trusted by users.

Build Lasting Relationships with Your Destination’s Locals

Having a relationship with your destination’s natives and locals is essential to strengthening the credibility of your business.

If your destination is new to the game, connecting with locals is also a great way to start your social foundation. Encourage locals to engage with your social media by promoting the community that they already thrive in. Consider conversing with locals by addressing topics surrounding local sports teams or neighboring restaurants that cater to the values of your locals. This will create a thread of conversations for other locals to continue, and this organic content will impress those non-native users as well.

When searching online for your destination, there should be a mixture of tourist and local reviews/posts that shed a positive light on your location. Garnering local support will prove that your destination can provide a truly authentic experience rather than a cultural gimmick.

Drive Traffic to Your Website

Social media is a marketing resource, and it should be recognized as a way to both promote and drive results. As a great way to build an audience for your destination and encourage engagement, social media can serve as a conduit that leads users to the ultimate resource – your website.

You don’t have to put efforts into social media solely to grow your social media; your channels can be used to guide travelers to your website and get them closer to booking a trip. Don’t be afraid to lace a few social posts with some calls-to-action (CTAs) that encourage users to take their interaction one step further. Prompting users to visit your website by offering links associated with CTAs such as “read more” or “book a room” might sound a gimmick, but Facebook posts with CTAs have been proven to increase click-through rates by 285%.

Consider Paid Advertising

If you’ve been utilizing UGC, connecting with locals and harnessing the power of travel influencers, you should already have a strong organic following on your social media, but you can always allocate money to make your numbers grow.

A good way to determine the structure and type of content that goes into your paid posts is to take a look into your previous posts that performed well. Maybe it was the subject of your post or the tone in which you spoke to users that promoted engagement, but you can use this insight to help craft posts that will be guaranteed to have some eyes on them. Of course, you shouldn’t recycle posts and hope that users don’t notice; your promoted posts should always be original and creative.

Be a Destination Social Media Storyteller

Your marketing is vital to the image that travelers will have of your location, and you can create the story that you want to surround your destination by taking charge of your social media and letting it guide your narrative.

Telling stories is all about adding a personal touch and building themes along the way. Don’t forget to tap into the human elements of what makes your destination exceptional. By sharing the story of your location, its locals and its visitors, your destination can become more than a getaway.

“The recipe for good storytelling includes a protagonist, a goal and development” shares Lisa Mohle, evok’s category captain of the travel and tourism industry. “To integrate storytelling into your current social strategy is to break up the monotony in your audience’s feeds while building a sense of trust and loyalty.”

You can create content themes that last weeks, months or seasons, but they require some creative thought and consistency across your social media team. Your social media campaigns can be a fun way to interact with travelers and promote your destination, and they should always have the right amount of priority.

Social media should never fall to the wayside and, as long as your social is well managed and properly planned, it can be used to create the image that you want every visitor to see. For more tips on marketing your destination, check out our other insights and work on all things travel and tourism.

This content was originally published here.

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Trump’s 2020 attack strategy: Smear Biden over mental fitness
By Eric Bradner, Ryan Nobles and Dan Merica, CNN

President Donald Trump and his allies have zeroed-in on an attack against Joe Biden, going after the presumptive Democratic governmental nominee’s mental physical fitness in a coordinated effort using smears and innuendo to paint him as ill-quipped to be President of the United States.

Trump for months has questioned the mental skill of the opponent he calls “Drowsy Joe.” Trump last week described Biden as “a sleepy person in a basement of a home,” and he has actually repeatedly recommended that Biden did not personally write declarations issued by his project criticizing Trump’s handling of the coronavirus pandemic.

His project and the Republican National Committee have progressively focused its attacks on Biden’s tendency for on-camera verbal stumbles in recent weeks, as it looks for to define Biden after he emerged triumphant from the Democratic primary.

One example came previously this month, when Trump’s campaign launched an ad comparing Biden and Vermont Sen. Bernie Sanders, which closed with the line: “At least Bernie remembers his positions.”

https://twitter.com/parscale/status/1247928262036258816

The attacks are an early demonstration of how Trump will utilize the full Republican politician Celebration apparatus to run a scorched-earth campaign based upon personal insults and unwarranted insinuations– a heightened variation of his playbook from 2016, when Trump and his allies, without proof, called into question Hillary Clinton’s health. They have actually become a daily occurrence from Trump’s campaign, assistants and Republican allies throughout every medium possible– on social media, in campaign e-mail blasts and videos and on Trump-aligned media companies like Fox News.

Biden’s advisers and Democratic allies mention that Trump is guilty of many of the same verbal tics he is attacking Biden over, and often lies and embraces conspiracy theories.

As one Biden ally put it: “Has Trump taken his own guidance and downed a gallon of bleach yet?”

The attacks weaponize Biden’s propensity to stumble over words, utilize the wrong word or interrupt himself in the middle of long answers by stating, “anyhow,” and altering course. To fans of a former vice president who in December 2018 called himself a “gaffe maker,” those long-time spoken tics have always belonged to Biden’s public persona. They are made more forgivable to his advocates by Biden’s openness about conquering a stutter.

Aside from periodic jousts amongst assistants on Twitter, Biden’s project has mostly neglected the Trump project’s attacks.

Biden-world’s view is that the political and media landscape has actually shifted because 2016, when every Trump attack on a rival was treated as novel and took command of the project narrative on social media and cable news.

His consultants pointed to Trump’s stopped working efforts to guide the political discussion in the 2017 Virginia governor’s race, when he and his GOP allies cautioned of the MS-13 gang, in addition to the 2018 midterms, when Trump’s message concentrated on caravans of refugees approaching the US-Mexico border.

” The misapprehension that whatever Trump wishes to speak about is inherently efficient and that he gets to act as the media’s at-large task editor has actually been closed,” a Biden consultant said.

As Biden has adapted to marketing in the age of coronavirus– knocked off the campaign path and rather transmitting occasions and interviews from a transformed rec room in his basement in Delaware– Trump’s project is seizing on every on-camera miscue, with conservative Trump allies such as Fox News host Sean Hannity then magnifying them.

” His sharpness, or absence thereof is on screen every day, every time he talks,” Trump project spokesperson Tim Murtaugh informed CNN in response to concerns about the technique. “His failure to keep a train of thought going is obvious.”

Biden frequently looks down at his notes, which Trump’s allies have actually mischaracterized as Biden dropping off to sleep. Trump’s boy Eric Trump tweeted a seven-second video from Biden’s online broadcast with Hillary Clinton on Tuesday, along with the hashtag “#SleepyJoe.”.

https://twitter.com/EricTrump/status/1255213748811374596.

Robby Mook, Hillary Clinton’s 2016 campaign supervisor, said Trump “always projects his biggest weakens on his challenger in an attempt to deflect criticism from himself.”.

” What is very clear is the White Home thinks his presidency will be evaluated on how properly he is managing coronavirus, so it makes ideal sense that he is now attempting to accuse his challenger of incompetence, which is ridiculous.”.

The attacks resemble how Trump’s campaign pursued Clinton in 2016, Mook noted. Trump and his campaign frequently cast the former secretary of state as sick or unhealthy, a technique that was further elevated after Clinton stumbled after a September 11 occasion in New York due to concealed pneumonia.

” I simply see a pattern regularly from 2016 all the way through now, which is, he attempts to predict his most significant issues onto his opponents so he gives the media a false equivalence to attempt to muddy the water,” Mook stated. “Part of the factor he was so obsessed with calling Hillary Clinton dishonest is because he is probably the most deceitful individual to win the White Home.”.

Biden advisers argue that Trump’s efforts to caricature Biden won’t overcome the same qualities that insulated him in the Democratic primary: After 5 decades in the public eye and eight years as President Barack Obama’s No. 2, voters feel like they know him.

Biden frequently expresses distaste for attacks on his rivals’ character. His aides say that by questioning Biden’s mental capability, the President is guiding the project toward concerns of character and fitness.

” This is asinine to tee up– since it’s 10,000 times even worse for him,” a Biden adviser stated.

As an example of how easily Trump could be parodied, Biden’s assistants indicated a video from The Daily Show in which Fox News hosts and analysts’ comments about Biden’s mental skill were interspersed with videos of Trump’s own verbal flubs.

Biden spokesman Andrew Bates tweeted The Daily Program’s video, which has been seen 3.6 million times on Twitter, on March 25, in action to Trump spokesperson Matt Wolking tweeting: “When is the last time Joe Biden was lucid?”.

https://twitter.com/AndrewBatesNC/status/1242886701002960896.

” Triggering voters to assess prospects’ mental states is a devastating proposal for Donald Trump, so we’re never going to prevent him from going there,” Bates said.
– CNNPolitics.

Trump’s 2020 attack strategy: Smear Biden over mental fitness By Eric Bradner, Ryan Nobles and Dan Merica, CNN President Donald Trump and his allies have zeroed-in on an attack against Joe Biden, going after the presumptive Democratic governmental nominee’s mental physical fitness in a coordinated effort using smears and innuendo to paint him as ill-quipped to be President of the United States. Trump for months has questioned the mental skill of the opponent he calls “Drowsy Joe.” Trump last week described Biden as “a sleepy person in a basement of a home,” and he has actually repeatedly recommended that Biden did not personally write declarations issued by his project criticizing Trump’s handling of the coronavirus pandemic. His project and the Republican National Committee have progressively focused its attacks on Biden’s tendency for on-camera verbal stumbles in recent weeks, as it looks for to define Biden after he emerged triumphant from the Democratic primary. One example came previously this month, when Trump’s campaign launched an ad comparing Biden and Vermont Sen. Bernie Sanders, which closed with the line: “At least Bernie remembers his positions.” https://twitter.com/parscale/status/1247928262036258816 The attacks are an early demonstration of how Trump will utilize the full Republican politician Celebration apparatus to run a scorched-earth campaign based upon personal insults and unwarranted insinuations– a heightened variation of his playbook from 2016, when Trump and his allies, without proof, called into question Hillary Clinton’s health. They have actually become a daily occurrence from Trump’s campaign, assistants and Republican allies throughout every medium possible– on social media, in campaign e-mail blasts and videos and on Trump-aligned media companies like Fox News. Biden’s advisers and Democratic allies mention that Trump is guilty of many of the same verbal tics he is attacking Biden over, and often lies and embraces conspiracy theories. As one Biden ally put it: “Has Trump taken his own guidance and downed a gallon of bleach yet?” The attacks weaponize Biden’s propensity to stumble over words, utilize the wrong word or interrupt himself in the middle of long answers by stating, “anyhow,” and altering course. To fans of a former vice president who in December 2018 called himself a “gaffe maker,” those long-time spoken tics have always belonged to Biden’s public persona. They are made more forgivable to his advocates by Biden’s openness about conquering a stutter. Aside from periodic jousts amongst assistants on Twitter, Biden’s project has mostly neglected the Trump project’s attacks. Biden-world’s view is that the political and media landscape has actually shifted because 2016, when every Trump attack on a rival was treated as novel and took command of the project narrative on social media and cable news. His consultants pointed to Trump’s stopped working efforts to guide the political discussion in the 2017 Virginia governor’s race, when he and his GOP allies cautioned of the MS-13 gang, in addition to the 2018 midterms, when Trump’s message concentrated on caravans of refugees approaching the US-Mexico border. ” The misapprehension that whatever Trump wishes to speak about is inherently efficient and that he gets to act as the media’s at-large task editor has actually been closed,” a Biden consultant said. As Biden has adapted to marketing in the age of coronavirus– knocked off the campaign path and rather transmitting occasions and interviews from a transformed rec room in his basement in Delaware– Trump’s project is seizing on every on-camera miscue, with conservative Trump allies such as Fox News host Sean Hannity then magnifying them. ” His sharpness, or absence thereof is on screen every day, every time he talks,” Trump project spokesperson Tim Murtaugh informed CNN in response to concerns about the technique. “His failure to keep a train of thought going is obvious.” Biden frequently looks down at his notes, which Trump’s allies have actually mischaracterized as Biden dropping off to sleep. Trump’s boy Eric Trump tweeted a seven-second video from Biden’s online broadcast with Hillary Clinton on Tuesday, along with the hashtag “#SleepyJoe.”. https://twitter.com/EricTrump/status/1255213748811374596. Robby Mook, Hillary Clinton’s 2016 campaign supervisor, said Trump “always projects his biggest weakens on his challenger in an attempt to deflect criticism from himself.”. ” What is very clear is the White Home thinks his presidency will be evaluated on how properly he is managing coronavirus, so it makes ideal sense that he is now attempting to accuse his challenger of incompetence, which is ridiculous.”. The attacks resemble how Trump’s campaign pursued Clinton in 2016, Mook noted. Trump and his campaign frequently cast the former secretary of state as sick or unhealthy, a technique that was further elevated after Clinton stumbled after a September 11 occasion in New York due to concealed pneumonia. ” I simply see a pattern regularly from 2016 all the way through now, which is, he attempts to predict his most significant issues onto his opponents so he gives the media a false equivalence to attempt to muddy the water,” Mook stated. “Part of the factor he was so obsessed with calling Hillary Clinton dishonest is because he is probably the most deceitful individual to win the White Home.”. Biden advisers argue that Trump’s efforts to caricature Biden won’t overcome the same qualities that insulated him in the Democratic primary: After 5 decades in the public eye and eight years as President Barack Obama’s No. 2, voters feel like they know him. Biden frequently expresses distaste for attacks on his rivals’ character. His aides say that by questioning Biden’s mental capability, the President is guiding the project toward concerns of character and fitness. ” This is asinine to tee up– since it’s 10,000 times even worse for him,” a Biden adviser stated. As an example of how easily Trump could be parodied, Biden’s assistants indicated a video from The Daily Show in which Fox News hosts and analysts’ comments about Biden’s mental skill were interspersed with videos of Trump’s own verbal flubs. Biden spokesman Andrew Bates tweeted The Daily Program’s video, which has been seen 3.6 million times on Twitter, on March 25, in action to Trump spokesperson Matt Wolking tweeting: “When is the last time Joe Biden was lucid?”. https://twitter.com/AndrewBatesNC/status/1242886701002960896. ” Triggering voters to assess prospects’ mental states is a devastating proposal for Donald Trump, so we’re never going to prevent him from going there,” Bates said. – CNNPolitics.

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