Travel Tech

Have you come across the new platform Squidoo yet? If not, you should definitely have a look and see how it could be a useful addition to your social networks. The social media platform was created in 2005  by Seth Godin, a well known marketing guru, along with a small team. Since then, the community has been growing strongly, and should certainly be on the radar for marketers around the world. In social media, networks can evolve very quickly, and the past years have shown that tourism organisations that don’t jump on the bandwagon could miss out and often struggle to catch up on the use and central integration of different social media channels into their overall digital strategy.


Squidoo believes that original and handcrafted content that is written and loved by users is a lot more powerful and enjoyable to read for others. As a platform, it is run open and free and gives users the opportunity to organise their interests online by curating original content. Users can create portfolios for webpages, called 'lenses', and can even earn royalty for the writer or for charity.


Tourism organisations and destinations in particular should make use of this new social media site, as it really is a new and fun way for the tourism industry to showcase itineraries, modes of transport or things to do. The use of large images is a key part of showcasing tourism and travel. Destinations can create different 'lenses' that generate interest amongst Squidoo users. By this means, tourism brands can easily engage with consumers by establishing a more personal interaction with them. Rather than 'selling' products, it is more about making suggestions, and showcasing what is special and interesting about the tourism product or destination.


As with any social media platform, it is important to measure success and see if it is worth investing time and resources into the site in order to engage with consumers and to generally show a presence on the site as a tourism brand or destination. Squidoo requires big pictures, maybe polls or guestbooks for engagement and the specific topics should be updated regularly. With the Squidoo statistics centre, users can track lens visits, traffic and clickouts. For some organisations, this is a very useful method to measure success, whilst others my require more complex means. This all depends on the type of organisation, service or product. If you did not know Squidoo as a site before, you should go and check its relevance for you and your organisation!

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