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Sensible Social Media
Sheila Scarborough
Tourism Currents
1) Start at the top. Focus!
2) Know YOUR market(s) and
be where they are online
3) Listen. Respond. Be helpful.
4) “Team Southwest Louisiana”
is YOU
@SheilaS
@TourismCurrents
1) Start at the top.
Focus!
@SheilaS
@TourismCurrents
Strategy....
Get One
@SheilaS
@TourismCurrents
Strategy Down to Each Social Post
Goals for your business, attraction, or hotel
Marketing communications to support goals
Social media that supports your marketing
Instagram
Instagram posts to reach particular market
Strategy to Social Post Example
Attract more nature-loving visitors to SW LA
Marketing goal to support - reach birders
Social media to support birder outreach
Instagram
Instagram photos of birds, using hashtags like
#birding & #birdsofinstagram
INTEGRATION
@SheilaS
@TourismCurrents
Communications
integration means ...
It all fits together
It looks like you
It sounds like you
It supports YOUR plan & goals
Let’s Get It All On One Page
2) Know YOUR market
(visitors, customers, guests)
Be where they are
online
@SheilaS
@TourismCurrents
Fastest-growing user demographic?
You're looking at it ....
Of U.S. online adults surveyed:
71% use Facebook
28% use LinkedIn
23% use Twitter
28% use Pinterest
26% use Instagram
Source: Pew Research Social Networking Fact Sheet
Source: Pew Research
Social media users by age:
18 – 29 years: 89% use it
30 – 49 years: 82%
50 – 64 years: 65%
65+: 49%
Source: Pew Research Social Networking Fact Sheet
Your visitors are not only
social, they're mobile
@SheilaS
@TourismCurrents
Facebook has 1.1 billion
monthly active mobile users.
30% of those access the
network ONLY from their
mobile device.
Source: Facebook Shareholder Report
Via Expanded Ramblings
@SheilaS
@TourismCurrents
3) Listen.
Respond.
Be helpful.
@SheilaS
@TourismCurrents
We have 2 of these,
but one mouth.
Consider that ratio.
To manage your
online reputation,
you must monitor
that reputation.
Listening online =
monitoring
@SheilaS
@TourismCurrents
To Listen Online, You Need....
 To know when someone is
already talking about you
 Active response to mentions
 To use search engines to find
content about you
 Seek & review, possibly
respond
@SheilaS
@TourismCurrents
Key to
listening...
Notifications
@SheilaS
@TourismCurrents
Listening
on Twitter
@SheilaS
@TourismCurrents
search.twitter.com
@SheilaS
@TourismCurrents
Listen / monitor
with dashboard
tools like
TweetDeck
@SheilaS
@TourismCurrents
Listening
on
Facebook
@SheilaS
@TourismCurrents
You can also tag people
& brands on LinkedIn
& Google+
Listen for people
tagging you there....
...and respond!
@SheilaS
@TourismCurrents
Listening on
TripAdvisor
@SheilaS
@TourismCurrents
More Tools for Listening
 Dashboard like Social Mention
 Google or Talkwalker Alerts
 Brand name, keywords
 Blog & Image search
 Search on YouTube
 Google Analytics
 When someone links to you
@SheilaS
@TourismCurrents
Say
Thanks!
@SheilaS
@TourismCurrents
Good listening &
responding is
good customer
service
@SheilaS
@TourismCurrents
Remember...
Use these.
A lot.
4) “Team
Southwest
Louisiana”
is YOU @SheilaS
@TourismCurrents
Why Everyone's
Social Media
Matters to
Southwest
Louisiana
@SheilaS
@TourismCurrents
Go, Team!
Give People More Than One
Reason to Visit
Build strength!
Business by business, town by town
Showcase Your Appealing
Community Spirit
Learn From Each Other,
Make Each Other Better
Combine Online & Offline for
Stronger Community Mindset
5 Ways to Use
Social Media
For Your Town
& Region
@SheilaS
@TourismCurrents
1) Share &
highlight
each other
(pass the karma)
@SheilaS
@TourismCurrents
2) Always Try
to Tag & Link
(it's like waving)
@SheilaS
@TourismCurrents
3) Set Up
Facebook Lists
of Each Other
@SheilaS
@TourismCurrents
2 Ways to Group Things in
Facebook
 From your personal FB account
 On News Feed left sidebar - “Interests”
 “Add Interests” then “Create List”
 Add people & Pages of interest
 Name the List & decide if Public, Friends or
Private
 From your FB brand/biz Page
 Go to Insights on your Page
 Add “Pages to Watch”
 Their latest posts pop up in a box
@SheilaS
@TourismCurrents
4) Set Up
Twitter Lists of
Each Other
@SheilaS
@TourismCurrents
Setting Up a Twitter List
 While logged into your account....
 Look upper right to your small photo next to
blue Tweet box
 Mouse over, see “Profile and Settings”
 See dropdown options, select Lists
 Right side, “Create a list”
 Name, describe, decide Public or Private
 Start adding people and
businesses/organizations
 Remember to use it!
@SheilaS
@TourismCurrents
5) Use local
hashtag
#VisitLakeCharles
@SheilaS
@TourismCurrents
Always think....
What do I know, &
who else in town
needs to know it,
too? @SheilaS
@TourismCurrents
Best Practices:
Blogging
@SheilaS
@TourismCurrents
Best Practices:
Facebook
@SheilaS
@TourismCurrents
Best Practices:
Twitter
@SheilaS
@TourismCurrents
Best Practices:
Instagram
@SheilaS
@TourismCurrents
The problem
with auto-
sharing across
platforms
@SheilaS
@TourismCurrents
The marketing team....
Chamber or CVB
Area attractions, businesses,
organizations, & destinations
You
@SheilaS
@TourismCurrents
"The CVB gets visitors
to the destination, but
YOU have to get them
through your door."
Leslie McLellan, Just a Small Town Girl and
Visit the San Jacinto Valley, California
Team SW Louisiana To Do List
 Make sure the CVB knows about your
social media profiles
 Help them help you
 Support each other & give shout-
outs!
 Tag on Facebook, link to them, use their
@name on Twitter
@SheilaS
@TourismCurrents
"I don't have time to manage one
of those 'telephones.' I'm too
busy running my business."
Free = kittens not beer
1) Start at the top. Focus!
2) Know YOUR market(s) and
be where they are online
3) Listen. Respond. Be helpful.
4) “Team Southwest Louisiana”
is YOU
Photo Credits
 Mobile travelers with tablet (courtesy
BJMcCray on Flickr CC)
 Free kittens not free beer (courtesy
pinguino at Flickr CC)
 All other screenshots & photos are my
own
@SheilaS
@TourismCurrents
Thank you!
Sheila
Scarborough
Tourism
Currents
@SheilaS
@TourismCurrents

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