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Figure 9. A cycle of key steps for successful social media marketing, adapted from Gretzel et al., 2000:148.

Figure 9 A cycle of key steps for successful social media marketing, adapted from Gretzel et al., 2000:148.

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Table 4. Basic Facebook statistics for the analysed DMOs, data collected 26 July 2011. directly correspond with the number of Facebook fans often DMOs view joining and exhibit- ing a presence, no matter how inactive, on social media sties as more important than the actual maintenance of the site, the frequency with which they post, and the quality of the content distributed. Hay (2011, p. 10) postulates that businesses have to appear to be keeping up with the times — ‘to be seen to be in touch with Zeitgeist’. The sample of DMOs examined in this study confirms that social media is of interest to DMOs. The majority (seven) of DMOs maintain Twitter and/or Facebook accounts. Those that do not maintain Twitter and/or Facebook accounts are Italy and China. No explanations for the lack of use of social media by the Italian and Chinese Tourist Offices were acquired. However, it is assumed that the reason for no Facebook or Twitter use by the official China National Tourist Office is due to the fact that both websites are banned in China. The Turkish Ministry of Tourism and Culture is the only DMO of the seven with presence on Facebook and/or Twitter to not utilise both platforms. The Turkish Ministry of Tourism and Culture infor- mation officer explained that plans to launch a Facebook page were underway.
Table 4. Basic Facebook statistics for the analysed DMOs, data collected 26 July 2011. directly correspond with the number of Facebook fans often DMOs view joining and exhibit- ing a presence, no matter how inactive, on social media sties as more important than the actual maintenance of the site, the frequency with which they post, and the quality of the content distributed. Hay (2011, p. 10) postulates that businesses have to appear to be keeping up with the times — ‘to be seen to be in touch with Zeitgeist’. The sample of DMOs examined in this study confirms that social media is of interest to DMOs. The majority (seven) of DMOs maintain Twitter and/or Facebook accounts. Those that do not maintain Twitter and/or Facebook accounts are Italy and China. No explanations for the lack of use of social media by the Italian and Chinese Tourist Offices were acquired. However, it is assumed that the reason for no Facebook or Twitter use by the official China National Tourist Office is due to the fact that both websites are banned in China. The Turkish Ministry of Tourism and Culture is the only DMO of the seven with presence on Facebook and/or Twitter to not utilise both platforms. The Turkish Ministry of Tourism and Culture infor- mation officer explained that plans to launch a Facebook page were underway.
Table 3. Basic Twitter statistics for the analysed DMOs, data collected 26 July 2011.
Table 3. Basic Twitter statistics for the analysed DMOs, data collected 26 July 2011.
ZLOZ URW OZ €0:ZI Je [AVSATUI- YNouUSUMOY] Aq pepeoTUuMod Table 5. Average number of daily posts and total number of posts in June 2011.
ZLOZ URW OZ €0:ZI Je [AVSATUI- YNouUSUMOY] Aq pepeoTUuMod Table 5. Average number of daily posts and total number of posts in June 2011.
Distribution of tweets by country, June 2011
Distribution of tweets by country, June 2011
Figure 2. Distribution of repeated information by @VisitBritain on Twitter versus distribution of repeated information by all other DMOs combined.
Figure 2. Distribution of repeated information by @VisitBritain on Twitter versus distribution of repeated information by all other DMOs combined.
Figure 3. Frequency of Facebook and Twitter posts during the month of June 2011.
Figure 3. Frequency of Facebook and Twitter posts during the month of June 2011.
Figure 4. Number of daily Tweets from the @Spain Twitter account, June 2011.
Figure 4. Number of daily Tweets from the @Spain Twitter account, June 2011.
Table 6. Summary of interactive/non-interactive posts. ZLOZ UDIEC| OZ €0:ZT Je [ASAIN YNouruMog] Aq popeo~tMoqg
Table 6. Summary of interactive/non-interactive posts. ZLOZ UDIEC| OZ €0:ZT Je [ASAIN YNouruMog] Aq popeo~tMoqg
Figure 5. Distribution of type of content included in both Facebook and Twitter posts of the com- bined DMOs during June 2011. ZLOZ UDIEC= OZ €0:ZT Fe [ASAIN YNouuMog] Aq popeo~wMoqd
Figure 5. Distribution of type of content included in both Facebook and Twitter posts of the com- bined DMOs during June 2011. ZLOZ UDIEC= OZ €0:ZT Fe [ASAIN YNouuMog] Aq popeo~wMoqd
Figure 6. Type and distribution of promotional information in combined DMOs Twitter and Face- book posts, June 2011.
Figure 6. Type and distribution of promotional information in combined DMOs Twitter and Face- book posts, June 2011.
Table 7. Degree of consumer interaction with Facebook and Twitter posts. the simplicity of Facebook’s comment-tracking system. Every DMO with both a Facebook page and a Twitter account has more ‘likes’ on their Facebook page than followers subscrib- ing to their Twitter updates. For instance, when the Spanish Tourism Board places a post on Facebook, it reaches over 15 times more people than an update posted on Twitter. Facebook reaches more people since given the frequency with which Twitter users update, each time a user logs in there are numerous updates (organised by the time in which they were posted) to scroll through whereas on Facebook, it is not uncommon to see all the updates from any given day. Even though the DMOs are communicating to a much larger audience when using Facebook, it is easier to interact with this audience given the lack of saturation of other postings and organisation of the commenting system. Using Facebook more than Twitter to engage consumers is a widely accepted strategy, as the respondent at Tourism Queensland observed that ‘more people have a Facebook account than would engage in a daily Twitter feed’. DMOs use Facebook much more interactively because they under- stand how to measure and evaluate consumer’s responses, inquiries, and criticisms. Interaction on Twitter is used more effectively for current content and for communication of what is happening now. After analysing 1.2 billion tweets, Sysomos, a social media analytics company, found that 71% of tweets are not retweeted nor replied to. When com- pared to Twitter, Facebook is a much more interactive social media platform, and the content from the DMOs confirms this.
Table 7. Degree of consumer interaction with Facebook and Twitter posts. the simplicity of Facebook’s comment-tracking system. Every DMO with both a Facebook page and a Twitter account has more ‘likes’ on their Facebook page than followers subscrib- ing to their Twitter updates. For instance, when the Spanish Tourism Board places a post on Facebook, it reaches over 15 times more people than an update posted on Twitter. Facebook reaches more people since given the frequency with which Twitter users update, each time a user logs in there are numerous updates (organised by the time in which they were posted) to scroll through whereas on Facebook, it is not uncommon to see all the updates from any given day. Even though the DMOs are communicating to a much larger audience when using Facebook, it is easier to interact with this audience given the lack of saturation of other postings and organisation of the commenting system. Using Facebook more than Twitter to engage consumers is a widely accepted strategy, as the respondent at Tourism Queensland observed that ‘more people have a Facebook account than would engage in a daily Twitter feed’. DMOs use Facebook much more interactively because they under- stand how to measure and evaluate consumer’s responses, inquiries, and criticisms. Interaction on Twitter is used more effectively for current content and for communication of what is happening now. After analysing 1.2 billion tweets, Sysomos, a social media analytics company, found that 71% of tweets are not retweeted nor replied to. When com- pared to Twitter, Facebook is a much more interactive social media platform, and the content from the DMOs confirms this.
Figure 7. Distribution of Facebook posts and Twitter posts providing information. DMOs need to exhibit more interactive behaviour on their social media platforms. One of the most tangible benefits of social media is that information is publicly available and widely accessible. DMOs need to be up to date and understand how other tourism pro- fessionals and organisations are implementing social media strategies to learn from their achievements and mistakes. More importantly, a flexible and innovative approach is funda- mental to developing lasting social media success. Recognising social media as a powerful marketing tool and actively improving their social media strategies will pave the way for improvement of DMOs’ social media marketing efforts in the future. It is also important to recognise the limitations to this exploratory study.
Figure 7. Distribution of Facebook posts and Twitter posts providing information. DMOs need to exhibit more interactive behaviour on their social media platforms. One of the most tangible benefits of social media is that information is publicly available and widely accessible. DMOs need to be up to date and understand how other tourism pro- fessionals and organisations are implementing social media strategies to learn from their achievements and mistakes. More importantly, a flexible and innovative approach is funda- mental to developing lasting social media success. Recognising social media as a powerful marketing tool and actively improving their social media strategies will pave the way for improvement of DMOs’ social media marketing efforts in the future. It is also important to recognise the limitations to this exploratory study.
Related topics:
Tourism StudiesTourism MarketingTourism ManagementSocial NetworkingDestination ManagementTourism ImpactsDestination MarketingRisk and crisis managementTourism Planning & DevelopmentTourism Flows
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