Fall is a great time of year for travel sellers to focus on their 2014 marketing plans. With the end of the busy summer travel season and before the hectic holiday scramble, there is plenty of time to explore new social media tools.
Whether you're a beginner who is just getting started on social media or a veteran power-user, devote some time this fall to expand your social media skills and take advantage of innovations that can increase your productivity.
If any of you still think social media is a fad, you need to realize that it is not optional for brands that are looking to build and engage with audiences on social networks.
To be sure, travel professionals can't rely on social media alone. An agent needs to have a website that captures leads and serves as a home base for content. Sadly, a lot of travel agents do not have control over their websites. Instead, they pay a fee for a cookie-cutter site that offers visitors basic information and a booking engine to help them search for products.
Agents who have no control over the content on their websites have little chance of standing out when it comes to Google search, which puts them at a disadvantage. Differentiation is crucial in the Information Age.
If you are not sure how your website ranks on Google search, check your page rank here: www.prchecker.info.
One innovation that has helped millions of people take control of their website is WordPress. My website and blog were built using this free software, which is easy enough to use with some basic skills.
Another area to explore in reaching your 2014 social marketing goals is mobile technology. With the advent of smartphones and applications that run on them, consumers can connect to information 24/7. Travel agents can stay ahead of their clients by making sure that their agency website is responsive, which means mobile-friendly.
To take advantage of mobile technology innovations, I suggest getting a smartphone. I confess, I held out to the bitter end before buying an iPhone, but when my BlackBerry broke, I finally made the switch. My only regret is that I waited so long. Now, I can try out all the apps that my clients and prospects are using.
My smartphone is my mobile office. I can monitor and engage in all types of social media without being tethered to a computer. Your choice of iPhone or Android will depend on your cellphone carrier and your personal preference. Both are good choices, and Windows-based smartphones are also winning high praise.
Keep in mind that social media marketing platforms are not one-size-fits-all. Travel professionals need to fine-tune and explore ways to use available technology to their advantage. If you are not seeing results, as measured by audience growth or lead generation, then try another platform.
Preferred platforms
Here are my current favorite social media platforms and apps that help me create and share content online.
• FlipBoard: If you have an iPhone, iPad or Android, use this program to find interesting content to share online with your audience. FlipBoard is an app that enables users to generate a magazine-style layout of news on any topic. Users discover, view and share content from across the Web and social networks.
• Vine: This video-sharing app, owned by Twitter, enables users to quickly shoot and share short video clips limited to seven seconds or less. Vine is a useful tool for generating unique content. I use this app while traveling so I can share with my Twitter audience places I have been. Think of the videos as an easy way to generate content.
• Instagram: For those looking to share information in the least amount of time, Instagram, owned by Facebook, is a great option. Travel professionals will use this free smartphone app either to take a photo or to upload an existing digital image to their feed. I like to use this app while I am traveling because it's a quick way to send status updates. I especially like the cross-platform sharing option that lets me post photos or videos on Instagram, Facebook and Twitter.
• Google+: I use Google+ for distributing links to content posted on my website and for connecting with people, based on shared interests and topics (such as travel, technology, and social media).
• Foursquare: As a consumer, I use Foursquare, a location "check-in" service, to generate content that I share with my network. I check in at hotels, cruise ships, ports, airports, restaurants and destinations. If you are a business owner, use Foursquare to promote your local business, especially if you have a physical store location.
• CardMunch: This free iPhone app enables users to take photos of business cards that are then mapped to LinkedIn contacts. If you have been wondering what to do with piles of business cards and you wanted to network on LinkedIn, give it a try. An Android version is coming soon.
• Vizify: Vizify is a site that enables users to create a graphical showcase of their social media content. If you have done your job posting content on sites like Facebook or Twitter, Vizify will generate your bio using your most popular posts. See www.vizify.com.
When you try these or other apps, be sure to let me know how it goes. Leave me a comment or email me at CruiseBuzz@gmail.com.
Carrie Finley-Bajak is a social media consultant who specializes in building travel industry branding online.