The social factor is at the core of everything that we do today. Social media is an integral tool for businesses worldwide and especially for tourism. Over the last years, social media has continuously evolved and become more complex and the tourism industry has responded to that by being more engaging on social media channels, moving away from purely broadcasting. The consumer is at the center of everything that tourism businesses and destinations are doing on social media. For a lot of these organisations, the move towards digital and social factors also meant a moving away from channels that were considered important to putting money and time where the consumers actually are and a lot of them are on social networks, spending hours interacting with friends and brands and looking for inspiration for potential holidays. Therefore, social media innovations are very important (iMedia).
Experiment during campaigns
Campaigns are an essential part of tourism organisations’ and destinations’ marketing efforts. It is always good if an organisation can do some experiments during a campaign. Importantly, new platforms and technologies should be chosen on the basis of adding value to the existing campaign. Depending on the aims of the campaigns, certain emerging tools or platforms could be used and introduced for the purpose of the campaign. However, it is very important that it makes sense using and supporting these new platforms.
Organisations using new platforms or channels should not worry too much about the issue of long-term commitment as sometimes, specific channels or platforms are more “niche” that do not need sustaining. Big brands such as Red Bull for example are using niche platforms such as Cinemagram for supporting specific campaigns but do not invest resources in sustaining these on a long-term basis. It is crucial though to ensure that when committing some time and resources in using “niche” channels or platforms, that it is in line with the campaign and it makes sense using these.
Converse with platforms
An initial concept and idea needs to be in place when an organisation decides to become active on a new platform in order to be able to start actual conversations with the platform team itself. Reaching out and learning more about the platform is crucial and it is also a good idea to consider “partnering” with the platform to support a campaign. Future opportunities for other campaigns can also arise from that being quite beneficial for both parties.
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