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 September we present:Think Sustainably with Helsinki Marketing
The city of Helsinki is determined to reduce emissions by 60% by 2030 and to be completely carbon neutral by 2035. Find out how the city is implementing initiatives to achieve this goal.#think sustainably #sustainable destination #sustainable tourism #Helsinki
In August we present:Designing Sustainable Destinations
How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.#sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
In July we present:5 Questions with Tourism Ireland
Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]#film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
In July we present:Buenos Aires Tourist Intelligence System
We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.
In July we present:How to Gamify the Visitor Experience
At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.#gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]