In today’s communications field, social media has become enormously influential to reach travelers and those who enjoy the good life. Thus, it’s imperative to integrate both traditional media exposure and social media into a cohesive plan.
With the platforms of Twitter, Facebook, Instagram and Pinterest, all of those must be incorporated into a PR strategy and implemented aggressively for a successful program that will grow your business. Every travel and lifestyle company has to make use of these social media outlets, and fresh material has to be uploaded on a frequent basis to stay in front of travelers, as well as those looking for a great place to take a trip, or where to dine.
Blogging too, another imperative form of creating ongoing text that Google will index, and of premier importance in continually feeding new content.
So how do you plan a social media program that is efficient and effective?
Here are some tips:
1. Create a calendar of themes for social media throughout the year that are static. So for the summer those might include July 4th, Labor Day, summer entertaining, and places to dine out.
2. Come up with timely content relevant to the hotel, tour operator, or lifestyle brand on a regular basis that are tied to what is trending or hot. For example, unusual services or features, like new spa offerings or destinations that are just getting on the radar, like Cuba. (Our travel PR agency represents Access Trips, and they have just launched a pioneering culinary tour to Cuba.)
3. Use creative hashtags like #summerfridays, #traveltuesday, #ttot and #beachthursday.
4. Actively comment on other people’s or companies’ blogs or social media posts so you get more followers and encourage interaction. Reaching out is just as much about posting, as it is creating the relationships you need to expand your market.
5. Feed the conversation, so if someone comments on an Instagram photo, check back and engage with your followers to keep the momentum going.
Traditional Media and How to Leverage It Through Social Media
When you get a big hit in a media outlet, promote it on your social media platforms — getting the news out to a larger audience. The impact of an article in Travel + Leisure or a piece that airs on the Today Show warrants the attention of your community. With video more and more prevalent on the web, broadcast appearances and coverage can be mined.
The persuasive power of media coverage is seductive since it carry’s the endorsement of the editors who covered it. This is particularly true when you’re talking about destinations and experiences while traveling. We host top press at our client’s properties and gain exposure in such outlets as USA Today, Organic Spa, and National Geographic Traveler. When the day is done, the coverage in such top tier outlets not only reaches to consumer in a powerful way, but also is golden in Google’s eyes, and finds it way onto the front page when people are searching.
Our recommendation is to hire a top PR firm that can handle both your traditional and social media activities, or integrate seamlessly with your in-house team.