Dec 18 Posted 3 years ago
Thanks for the feedback, Darren. Indeed, it is sad to see how reach has dramatically decreased for many travel brands active on Facebook, making paid content a must-have tactic, while it used to be a nice-to-have approach for a more dynamic community management.
Smaller organizations may have to reconsider their time and money investment in Facebook, seeing such low reach. That's not necessarily a bad thing, as they can focus on their owned media (web site, newsletters, blog, etc.) and perhaps other tactics such as TripAdvisor, Google AdWords and other sites like Google+, Twitter, Instagram, Pinterest, etc.
As you say, Facebook could rival TripAdvisor (and many others) "if they play their cards right". Not sure that's the case right now, but we shall see...
Dec 17 Posted 3 years ago
Very Usefull article,
One of the best things about Facebook is the analytics tool, Facebook Insights, which you automatically get access to when you create a page.
Within it, you can track the number of likes, engaged users, people talking about your content, reach, viral reach and so on, all beautifully graphed for you.
I have laso created facebook page for my travelig search engine site (http://www.relexgo.com/hotels/) and using it for brand awareness.
Dec 17 Posted 3 years ago
Great article, but also a bit sad in term of how reach is decreasing all the time.
For about the last 6 months I've been saying to people that over the next few years, Facebook could rival TripAdvisor in some ways if they play their cards right. I can already follow friends around the world if I want to, or see their recommendations if they use FB a lot - it's the new word of mouth.
Once FB Graph Search really takes hold people could potentially use this, and FB 'nearby' when travelling as a rival to Google searches for restaurants....but the more it's used, the more likes there are, the more posts, the lower your content goes. Maybe FB won't become all about 'you must post 2-5 times a day to get noticed' and be more about recommendations etc for tourism and hospitality.
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