“Social Media ROI – Succeeding Beyond Enterprise” is the theme of the panel that Vincenzo Cosenza, social media strategist at Blogmeter, will present during the BTO 2012 edition in Florence. Some of the topics discussed were anticipated in an interview.
With the explosion of the social media phenomenon, we’ve seen a race to create profiles on various social networks by all companies, including those in the tourism sector. Today, a player in the tourism industry who has constantly fed and managed their profile on Facebook, Twitter, Flickr, Pinterest, and others, what tools do they have to truly understand if these efforts and investments have led to more bookings?
It is essential to equip oneself with monitoring and analysis tools for the work done on social media. For example, a tool like Blogmeter Social Analytics allows you to compare your pages/profiles on Facebook and Twitter with those of competitors. Only in this way can you understand if the efforts made are in line with market practices. If sufficient levels of engagement have been achieved, meaning the involvement of one’s audience in terms of reactions generated (likes, comments, shares, spontaneous posts, etc.).
What criteria should be adopted to profitably manage presence on social networks?
Management must be transparent externally and organized internally. The first characteristic serves to establish a trusting and lasting relationship with your target audience. The second enables conscious and orderly activity that includes listening flows, management of one’s web presence, and analysis of results.
Which entities have performed best in the world of social networks so far? Private companies? Public ones?
The study we will present at BTO is the first to analyze the performance of regional APTs (Regional Tourist Promotion Agencies) in managing their presence on Facebook and Twitter. In this way, we will try to understand who has achieved the best results and identify best practices that can help other entities use the web more effectively to improve their tourism communication.
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