There is no doubt about the importance of social media in the digital era, and especially for tourism, it is still increasing as travellers are more and more getting social, sharing experiences and engaging with with tourism brands. The more consumers are liking, commenting or pinning brands on social media, the better it is for these brand’s overall visibility on the web. Social media does impact on search, making it a very important topic for marketers to consider when trying to rank highly in searches. For consumers, it is also very interesting to read these more social comments that might show up in searches conducted on the search engine of choice. Local SEO is becoming increasingly important, especially for local busineeses, as SEO is actually integrating word-of-mouth, and other user-generated content in order to increase the overall transparency of businesses (iMedia 2013).
Social check-ins by consumers can be very powerful. As consumers are specifically checking into a local business or destination, there is a clear intent of the consumer to show that the business or destination was visited. This instantly increases the overall visibility of this particular location, as friends and family can see the check-in on Facebook, Foursquare or Yelp and also consumers who are searching for the business or location can also see that people have checked in through the improved local SEO.
Foursquare is a platform very well known for social check-ins which approaches the check-in sphere in a more gamified way, offering incentives to consumers checking in. After checkin into a specific location several times, consumers can become the ‘mayor’ of this particular place or get discounts for food, drinks or tickets or even get something for free. This loyalty incentive works very well for many local businesses and also engages the consumer with the brand, making sure even small businesses can ensure that consumers are using their loyalty programme.
Yelp is a review site that added a check-in feature to compete with popular check-in sites such as Foursquare. Giving consumers the chance to check-in and leave a more personal review by also posting images is seen as a great way to take advantage of increased digital traffic to businesses sites and also real life visits to businesses which is the ultimate goal.
With the launch of Facebook’s graph search, check-ins have also become very important, as users searching their network for friends and family that have stayed in a certain place or hotel will instantly see whether their friends liked it. This social search and results shown will impact on their decision making. Encouraging consumers to check-in and leave a review is therefore absolutely crucial.
Integrating social into local SEO is essential for businesses in the future. Get social and local is therefore a key consideration for all tourism organisations wanting to leverage the power of social check-ins.
Discussioncomments powered by Disqus
More from #DTTT
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]
In December we present:#DTTTInsights: Predicting the Top Trends in 2020 in Destination MarketingAs we approach a new decade, we reflect on another year gone by, and start to think about what the next year has in store. We know the world of travel and digital is constantly changing so who knows what the new year may bring. One thing we do know for sure, the visitor economy [...]
In December we present:Inspiring Content Online & Offline with Aruba Tourism Authority
This year, Aruba Tourism Authority embarked on creating an inspirational travel brochure with an offline and online integration. The content has a user-generated feel to it, showing the many different things to do in Aruba from activities and beaches to culinary and culture. We caught up with Sharmin de Vries, PR-manager Netherlands & Belgium at […]
In December we present:Helping Tourism Businesses Create Content with Iles de la Madeleine
For a period of 9 months, the Iles de la Madeleine Tourism Cluster, part of the Province of Québec, Canada, implemented a content creation strategy with different tourism companies. We are proud to say that this project was initially inspired by #DTTTCampus back in 2017, and the DMO has been developing this and helping tourism […]
In December we present:Repositioning Adventure Tourism in Visit Jordan with travel audience
travel audience, an Amadeus company, is a travel advertising platform, specialized in working with destinations, OTAs, airlines and travel companies to provide a data-driven, end to end solution for coordinating marketing efforts to achieve the maximum end result. In 2019, Visit Jordan partnered with Travel Audience with the aim to create awareness of Jordan […]