View all posts: Social Media

View all posts: Social Media
Head of Research and Insights
Social Media

Part 2 of The Decline (and Death?) of Facebook as an Organic Publishing Platform

Part 2 of 2. Read the first installment of this Blog here.

 

Now that Facebook has morphed into a primarily paid publishing platform for businesses, it’s time for every tourism marketer to pause and rethink your approach to Facebook and your wider communication and online strategy.

Here are six critical takeaways to consider in this review:

1. Update Your Social Media and Content Strategy.

In this new environment, it is time to review and refine your social media and content strategy. What is clear is  i. quality content counts now more than ever, ii. Facebook needs to be run primarily as a paid media platform and iii. Facebook's management needs tight...

Head of Research and Insights
Social Media

The Decline (and Death?) of Facebook as an Organic Publishing Platform

This is because to reach any significant number of your own fans/followers, you now need to advertise on the platform. An online community which grew explosively based on free, open conversation by its members has suddenly become a “pay-to-play” platform for business. 

 

Typical organic posts from commercial entities, which are not sponsored or “boosted” in any way, are now reaching only a small fraction (only 1%-2%) of their own fans/followers on Facebook. This change has been driven by slow but steady changes in Facebook’s “EdgeRank,” the complex...

Head of Research and Insights
Research
Social Media

Travel Expectations Rise Sharply - Travelers Use "Masses of Media"

Are we finally emerging from the impact on travel of the Great Financial Crisis? The latest edition of the "State of the American Traveler" suggests so. The January 2013 edition highlights a rise in travel expectations by Americans for 2013 to levels previously not seen since 2008. It paints a relatively bright picture for the US travel industryl in the coming year after 4+ years of decline, false recoveries or stagnation.

Read our summary and analysis of the research and download the "State of the American Traveler" research in our...

Oreo vs. AMC Theater - A Social Media Smackdown

Oreo is often highlighted as a company that "gets it" when it comes to social media. Last week, Oreo and AMC Theaters engaged in a little back and forth over Twitter. The exchange is a perfect example of the success you can have with brand social media if you have a personality and are not overly corporate in your approach.

It started with a simple tweet from Oreo about sneaking the cookies into a movie theater. The folks at AMC saw the tweet and responded. The real human interaction and humor from both sides delivered on what many businesses are looking for - they were authentic....

Gangnam Style Teaches a New Marketing Dance

Earlier this week, my esteemed colleague Chris Adams blogged about the innovative marketing techniques of U.S. political campaigns. Today, I want to elevate that conversation to an even higher level – we’re going Gangnam Style. Yep, believe it or not there’s a few marketing lessons that can be learned from the success of the song and dance hit performed by South Korean rapper Psy. After all, you don’t become the most watched and most liked video in the history of YouTube by accident.