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How Travel Bloggers Can Best Use Facebook & Twitter

Author:

… by Jessica Spiegel

Once upon a time, posting high-quality writing or photos or videos on your travel blog was pretty much the first and only step to blogging. Now, unless it’s just your Aunt Jane who’s reading about your trip, there’s all sorts of social media marketing to think about. Whether Google+ (or any other new site popping up in the next three days) is a long-term threat to existing social media platforms remains to be seen, but for now the biggest players are Facebook and Twitter.

Travel bloggers, like bloggers in all genres, are – for the most part – engaged on both Facebook and Twitter, but in different ways and to different degrees. It’s not a science, and can involve quite a bit of trial-and-error, but here are some helpful hints before you dive into the deep end.

How are travel companies using Facebook and Twitter?

It’s not just travel bloggers who use social media – travel companies are, too. Wendy Perrin of Conde Nast Traveler asked a few travel industry pros how their companies use both Facebook and Twitter, and if you’re familiar with the two platforms then the answers aren’t exactly earth-shattering. Still, it’s interesting to hear that big companies like Virgin America and Travelocity not only understand that the platforms are different but also how to use each one in an effective way.

Both Travelocity and Virgin America acknowledge that while Facebook does better with “long-term engagement,” Twitter is better at handling customer service issues, often in real-time. Another perk about the immediacy of Twitter is the ability to generate sharp (albeit brief) peaks of interest, sometimes through promotions like freebies or travel deals. Because Facebook users tend to be on the site longer, that’s where conversations between users of a particular travel brand occur, alongside conversations with the brand itself. It’s a place where hotel or cruise ship guests – self-declared “fans” of a brand or product – can communicate with each other, strengthening brand loyalty and increasing word-of-mouth referrals.

While travel bloggers can learn a bit from the way big travel companies use social media, it’s impossible to keep up with their pace – jetBlue, for instance, has 17 people on staff just to handle the company’s Twitter account. Seventeen people just for Twitter. Can you even imagine what your travel blog’s Twitter account would look like with 17 handlers?

Travel bloggers can, however, engage in personal real-time conversations with readers on Twitter, work toward long-term “fan” cultivation on Facebook, participate in travel chats on Twitter to expand readership/community, and encourage Facebook fans to chat with each other to generate a sense of community. Take your cue from the travel companies – a big part of your time invested in social media is about being responsive.

Which is more valuable for travel bloggers, Facebook or Twitter?

Let’s assume from the outset that you’re going to be on both Facebook and Twitter. Which one deserves more of your time and energy?

As you can probably guess, there’s not a simple answer here. Most people will need to put a certain amount of time and energy into both Twitter and Facebook, but each blog’s readership will help dictate which venue produces the best results and proves most worthwhile. Not only that, the content you post to each platform also has the potential to determine how successful it is. There’s some evidence that Twitter users are more apt to hit the retweet button rather than click through and read something, whereas Facebook users are more likely to click through and read many more posts than they share. Again, tracking traffic will help you figure out what your audience is responding to most so you can adjust your posts accordingly.

Since you probably don’t have a staff of 17 to deal with your Twitter followers, you’ll need to be judicious about how much time you devote to social media. It’s a good idea to try out a few things and see what works for your audience, but here are a few important things to remember:

  • There’s some overlap between Facebook and Twitter users, but it’s far from 100%. When, for instance, you publish something new on your blog, you’d be crazy not to post a link on both Twitter and Facebook. Yes, some people will get the link twice (more times if they subscribe via email), but they voluntarily signed up to receive those updates.
  • Some duplicate posting is fine (see above), but try not to duplicate everything. It can be annoying to think about keeping your blog, your Twitter stream, and your blog’s Facebook page updated on a regular basis without just auto-posting the same thing to each – but it’s a good idea to keep each venue unique. Otherwise, what reason does your audience have to visit? This can be as simple as sharing interesting/related links via Twitter and Facebook to sites other than your own that you think your readers would also enjoy, or doing giveaways that are Twitter- or Facebook-only.
  • There are tools that can make managing multiple social media platforms easier. Heavy Twitter users are likely already familiar with tools like TweetDeck and HootSuite, but did you know you can also update Facebook pages using those tools, too? I’ll confess that I’m a TweetDeck fan but have (as yet) been unable to set up my TweetDeck desktop account to post to my site’s Facebook page (there’s some sort of bug in there I can’t figure out). From HootSuite, however, I’m able to do it easily, including scheduling updates for later times. Having one tool to keep track of both Twitter and Facebook is a huge time-saver.
  • You can’t just be a megaphone – you have to listen and react, too. Posting your links (and other interesting links) to Twitter and Facebook is great, but the critical part of both of these platforms is the “social” part of social media. It’s a conversation, and in order to generate brand loyalty (where your travel blog is the brand) you need to put in the time conversing with your audience – through comments on your blog, Twitter @-replies, and Facebook comments on your page. If you’re not prepared to do that on one or the other of the social media platforms, you might as well not even be there.

You’ve got to go where the community is.

Back in the days of message boards and forums, community was everywhere – and nowhere. These days, the communities on Facebook and Twitter are huge, and any attempt to create a message board now would seem a little silly. The bottom line is that if you want to be in on the conversation, you have to go where the community is – you can’t expect them all to come to you. And for now, that means being involved to some degree with Facebook and Twitter.

>> What are your experiences using Facebook and Twitter to promote your travel blog?

Jessica Spiegel is a Portland-based travel writer with BootsnAll, the RTW travel experts, for whom she writes the WhyGo Italy travel guide. She also writes frequently about things like business travel and finding cheap airfare, and although she participates on both Facebook and Twitter she’s more of a Twitter fan. You’ll find her on WhyGo Italy’s Facebook page and on Twitter as @italylogue.

Image Source: SXC

Travel & the Consumer-Driven Power of the Internet

Author:

… by Alisha Miranda

Remember the days when planning a vacation involved sitting at a travel agency researching budget-friendly destinations months ahead of that precious two-week time off? Say goodbye to that, now travel planning is at your fingertips and easier than ever.

Enter: the Internet. Unfortunately for travel agencies, today the rise of social media has given way to more inspiring, informative, and independent platforms to help travelers get on the road the way they want, at any time, with any budget. We’ve come a long way from sitting in those chairs listening to typical tour packages like the Caribbean and Europe being thrown at us. Now, traveling the world is not only possible but also very much tangible and it’s all thanks to the World Wide Web.

As the barrier to entry gets lower, travel partners – which encompasses tourism boards and websites, guidebook companies, community and forum boards, and now travel bloggers – are leading the way in providing free travel tips, shared content, points of interests, and the ever-so-present deals for regular folks to book their own dream trips. Additionally, it seems anyone who has successfully traveled abroad and returned to share his or her stories can be considered a professional traveler. There are endless searches for personalized tips and itineraries to make one’s travel experience that more memorable as people seek out individual interests, preferences in lodging, and unique cultures. Another contributing factor online is niche travel groups, which has formed close-knit communities that foster a global exchange, such as the RTW travelers or ‘round the world travelers, backpackers (not just college students anymore!), career breakers, gap year students, and solo travelers. Easily found via Twitter chats and Facebook fan pages, these niches have grown to become the new “go to” reps for the latest in travel planning, advice, and promotions.

So how does one go about ditching their trusty travel agent and picking up a travel planning 101 guide? Well, for one, content is king. Stay away from the SEO noise, and go for the unique stories and articles that resonate with your desired trip. It takes some digging, but discovering reputable resources such as Matador Network, BootsnAll, and Lonely Planet will provide local insight and value to your research. Also, join a forum online like Twitter’s popularly used #TravelTuesday theme day to ask questions, connect with like-minded travelers, and find helpful articles. You can also find generic sites that discuss how to pack for a trip (whether it’s long term or short term), how to create a budget and stick to it, the best smartphone apps to accompany you on the road, and alternative cost-friendly lodging options such as hostels. The key to online travel is interaction: be an observer at first, then engage others.

To a large part of the world, this “do it yourself” movement may seem intimidating but the fact is we’re evolving, and at an alarming rate. It’s the incredible tool that is the Internet that is allowing us to travel the way we want, even carving the path for “digital nomads” or “location independent” workers. The power has shifted from the top-down, to bottom-up and its time to take advantage of this new era before being left behind.

Won’t you join us?

Alisha Miranda is a Freelance Writer and Social Media Manager based in New York City. Dubbed a proud Travel Geek, she has become known as an ambassador for young travelers, especially solo female travelers, and representing beloved travel communities through each journey. When she’s not settled in at home in Brooklyn, she’s daydreaming of her next trip abroad.

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