Social DMOs: The State of Social Media and Destination Marketing

Summary

Facebook has more than 1.3 billion monthly active users worldwide; over 500 million tweets are sent via Twitter each day; and new social networks continue to gain traction. Social media is no longer a buzzword, but a firmly established global communication and marketing phenomenon.

For many destination marketing organizations (DMOs), the path to becoming "social" has been one of trial and error, and this new and rapidly changing channel poses an array of challenges. From keeping up with emerging social networks and building followers to driving engagement and measuring success, devising and executing a social media strategy is a complex undertaking. 

Phocuswright's Social DMOs: The State of Social Media and Destination Marketing explores how destination marketing organizations are using social media and provides a benchmark for DMOs to evaluate their own social media practices. The report tracks which social networks DMOs use and value, and provides insight into key goals, challenges, tools and techniques related to social media.

Key topics include:

• How DMOs manage, monitor and measure performance of their social programs
• Analysis of 156 tourism board profiles and DMOs that have been especially successful with social media
• Which objectives DMOs place as top social media priorities and why
• The biggest challenges facing DMOs and their social activity
• Key trends hitting social media and how DMOs can take advantage of them

Purchase Phocuswright's Social DMOs: The State of Social Media and Destination Marketing for insight into how destination marketing organizations successfully leverage social media for brand awareness.