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Facebook is the most popular social network worldwide, and as such is a very important platform in enabling destinations and tourism organisations to communicate with their customers. As reported by The Drum, users are increasingly taking to mobile devices when going onto the site.

Mobile Usage Patterns

Facebook’s monthly active users in June have increased by approximately 20% in both the US and the UK, year on year. One of the most popular uses for Facebook mobile being check-ins, with beaches in particular proving to be a popular location for users to share with their networks.

In the UK, Bournemouth was the most popular beach in terms of Facebook check-ins, whilst in the US it was Santa Cruz beach. For users in the two countries, the most important activity for mobile users was messaging amongst UK users and liking amongst US.

Mobile Marketing

Facebook suggests that the increase in mobile users provides brands with the chance to connect with customers and reach people on the go. For destinations and tourism organisations, it is key to ensure their Facebook presences are solid and effective, as a huge market is available and ready to interact via the network. They should particularly pay attention to the mobile user experience they offer through their Facebook profiles, in light of users’ frequent mobile use of the network.

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