This document provides an overview of how social media can be used as a tool for destination marketing organizations. It discusses how social media allows users to create online communities to share information and engage with customers. The key platforms of Facebook, YouTube, Instagram and Twitter are examined in terms of their monthly active users and best practices for developing consistent content and strategically posting at optimal times and frequencies. The document also covers how to use paid social media like boosting posts on Facebook and creating ads, as well as tips for engaging audiences on social media to build genuine relationships. In under 3 sentences.

1. SOCIAL MEDIA IN
ALMOST HEAVEN
Candace Nelson, Digital Marketing Coordinator at the WV Tourism Office

2. SOCIAL MEDIA (n.):
Forms of electronic communication (such as
websites for social networking and microblogging)
through which users create online communities
to share information, ideas, personal
messages, and other content (such as videos).
Merriam-Webster

3. 4 out of 5 people in the
US are on social media.

4. “Social media is here. It’s
not going away; not a passing
fad. Be where your customers
are: in social media.”
- Lori Ruff, Social Media Influencer

5. REACH A NEW
AUDIENCE
BUILD
RELATIONSHIPS
INCREASE
BRAND
AWARENESS
POSITION SELF
AS AN EXPERT
DRIVE
BUSINESS

6. WHERE TO POST

7. 2,010,000,000
monthly active
users
1,500,000,000
monthly active
users
800,000,000
monthly active
users
328,000,000
monthly active
users

8. “It took 38 years before 50
million people gained access to
radios. It took television 13
years ... It took Instagram a
year and a half.”
- Gary Vaynerchuk, author of Jab, Jab, Jab right Hook:
How to Tell Your Story in a Noisy Social World

13. Social media and messaging
accounts for roughly
1 in every 3 minutes users
spend on the internet.
Global Web Index

14. WHAT TO POST
ON SOCIAL MEDIA

15. “Marketing is no longer about
the stuff that you make, but
about the stories you tell.”
- Seth Godin, marketing guru

16. Facebook | Video, heartfelt stories
YouTube | Video, advertisements
Instagram | Visuals, Insta stories
Twitter | News, RT others, gifs

17. Facebook

19. X

22. Developing consistent content,
engaging with audiences,
tagging content, and creating
effective thumbnails, catchy
titles & vivid descriptions
are key.

23. isntagram example

25. Developing consistent content,
engaging with audiences,
using hashtags, and
strategically posting (both
content and timing) are key.

26. twitter example

28. Developing consistent content,
engaging with audiences,
capitalizing on newsworthiness
and trends, and showcasing
personality is key.

29. HOW OFTEN
TO POST

30. Facebook | once per day
YouTube | 2-3 times per week
Instagram | once per day
Twitter | at least 3 times per day

31. WHEN TO USE
PAID SOCIAL

32. Promote posts with your best content,
posts that link back to your own page,
posts with short, engaging text, posts
with beautiful photos (warm colors &
contrast). There should be less than 20%
text on photos, use short links and add
a call to action.

33. Two main ways to use paid
content: Boosting timeline
posts or creating ads

34. Shows up in Timeline and
says “Sponsored.”
Let organic reach start
before boosting and take
note when Facebook says
a particular post may do
well if boosted. And, get
into the details of
boosting.

36. Does not show up in
Timeline and says
“Sponsored.” Can show
up in newsfeed, as well as
side bars, stories,
Instagram, messenger.
Use custom audiences
to target who you want to
see this advertisement.
Can add “partner” at top.

38. Choose which method to use by
what kind of content you want
to promote.

39. HOW TO
ENGAGE

40. Reach out to those who post
relevant content, reply to
positive comments, share their
posts, & build genuine
relationships.

41. Differentiate between who
wants to complain & who has a
legitimate need, apologize when
you mess up, correct mistakes,
& build genuine relationships.

42. Social media is crucial to nearly every business,
but especially to those connected to travel.
Social media is crucial to how people plan and
book their travel, and how they share the travel
experience with others. Destinations marketers
can use social media before the travel (to inspire,
inform, engage), during the travel (to facilitate at
destination) and after the holiday (to remember,
share and engage).
SOCIAL MEDIA AS A TOOL OF DESTINATION MARKETING ORGANIZATIONS

43. QUESTIONS?
Candace.R.Nelson@wv.gov
@Candace07