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Think of your favorite spots in your destination. How many of those are local businesses? There’s no question that these unique shops, restaurants and hotels all have special places in our hearts, and COVID-19 has renewed local pride and underscored that we are in this together. The Longwoods International research from the first Clarity in a Time of Crisis webinar revealed that the top content of interest to travelers during this time revolved around ways to help our favorite local places survive. With uncertainty and travel on hold, here’s how DMOs are bringing it in to support the local businesses, communities and neighbors that color their destinations and make them hum.
1. Shining a Spotlight on Local Partners
In this new environment of social distancing, travel restrictions and stay-at-home orders, social media usage spikes. For brands, this is the time to build community across your social channels. Those that inform, communicate and evolve will be better positioned to advance during the recovery period. The best practices and recommendations below serve as guiding principles on how destinations can approach social media in this unprecedented time.
- Ensure that you have the necessary data, context and benchmarks set up to inform your social media strategy.
- Set up alerts for updates across your location in order to stay up-to-date on news, guidelines and restrictions.
- Monitor sentiment for your brand and utilize social listening tools to understand conversations taking place online...
Understanding how social ads work: tracking and increasing ROI
What is the ROI of social media? How are social ads affecting the bottom line? These questions are common ones.
As social networks continue to optimize experiences for users and monetize, businesses continue to see the decline of organic reach, making them pay to play. While the number of businesses utilizing paid social in their marketing strategy has increased, proving the effectiveness of these ads beyond the click or engagement is often challenged.
The first step in building an effective paid social strategy is in understanding how social ads work. Social ads are fundamentally different from other types of online advertising primarily because of the type of traffic they generate. Let’s look at consumer behavior here: People who click on Google Ads, for example, are actively looking to take action, whether that’s to book, visit or buy, while people...