Common Social Media Mistakes Destinations Make That Impact Revenue
As a social media marketing manager, it’s essential to ensure that every platform you manage is being optimized for both engagement and revenue. While many destinations have active social media accounts, the question is—are they maximizing their potential? Social media does more than just build brand awareness; if executed correctly, it can also drive significant revenue. Below are some common mistakes destinations make that can prevent their social media efforts from turning into revenue streams. If you're looking to improve your social strategy and drive more business, keep reading.
Social Media Mistakes That Hurt Revenue:
Not Promoting Revenue-Generating Attractions
Poor Website Usability
Overlooking the Visitor Audience
Ignoring Paid Social Advertising
Misjudging When to Pause Marketing
Underutilizing Social Media Channels
1. Not Promoting Revenue-Generating Attractions
One of the most common and costly mistakes is focusing solely on promoting free local activities like hiking trails or parks. While these make for great visuals and are highly shareable, they don’t contribute directly to your bottom line. To create a stronger business impact, you need to showcase revenue-generating attractions such as local restaurants, shops, and accommodations. Use your social media to paint a full picture of the destination and encourage visitors to experience it all.
2. Poor Website Usability
An easy-to-navigate website is critical for converting social media engagement into actual visits. A poor user experience on your site will frustrate potential visitors and decrease the likelihood of conversion. Since platforms like Instagram and Facebook allow you to direct traffic from stories or posts to your website, ensure it is optimized for easy navigation and quick access to essential information, such as event details or hotel bookings.
3. Overlooking the Visitor Audience
Destinations often make the mistake of creating content tailored for locals rather than visitors. It's essential to keep your audience in mind—what excites a local might not appeal to a tourist. For instance, while a local poetry reading might not be a big draw for out-of-towners, a food festival or large-scale event could attract significant visitor interest. Your social media strategy should always cater to those planning a visit, not just those who live nearby.
4. Ignoring Paid Social Advertising
Organic reach alone isn’t always enough to get the visibility you need. Paid social advertising allows you to target audiences that may be outside your immediate follower base but are still within a driveable distance or have a keen interest in similar destinations. Plus, paid campaigns offer valuable insights into what works best, allowing you to adjust your strategy based on real data. However, don’t overlook the importance of geotags and hashtags; these organic tools are still key to reaching your audience.
5. Misjudging When to Pause Marketing
Sometimes, certain attractions or events are already so popular that they don’t need additional promotion. Overcrowding can negatively impact both visitor experience and local support. Be mindful of whether promoting a specific event or location might lead to an overwhelming crowd, and know when it’s appropriate to scale back or pause your marketing efforts.
6. Underutilizing Social Media Channels
Many destinations only focus on one social media platform, missing out on potential audiences across other channels. Different demographics prefer different platforms, so it's essential to have a presence where your target audience is most active. Regularly assess which platforms are performing best and consider expanding into new ones if your audience shifts.
