Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First Choice

Wednesday, 26 October 2016 14:00

Thomson an...

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Frank Orman, founder of London-based online marketing agency, LeadGenerators, explains why we should be looking at social media from a marketing perspective

 ‘Ouch’ cries Chicken Little after a large plank of wood falls on his head. He can’t see that it was the wily fox on the other side of the farmyard enclosure that dropped the missile. All he can hear is the voice of doom through a hole in the fence. ‘The sky is falling. The world is going to end’. The fox has a plan to drive all the chickens into his den. As predicted, Chicken Little panics, he races up and down the farm shrieking his news: ‘The sky is falling on my head!’ All the other chickens are in an uproar – they must flee. Following Chicken Little they dash into the nearest cave where the fox traps them and tucks into a very large feast indeed.Walt Disney produced this black cartoon as war propaganda in 1943 to warn citizens against panic and hasty action, which cost lives.

So where is Chicken Little in social media? Well, have you ever felt the panic and the peer pressure to own the latest computer, to have a Website, to have a Facebook page, to set up a Twitter account? Because, after all, according to our modern day foxes, those are the only ways you’ll get exposure to trillions of potential customers. Everyone’s doing it. It must be the right thing and if you don’t do it then crucial opportunities for business will be missed. Right? Wrong. Spend thousands on acquiring a social media profile for the sake of having one and, like that unwitting chicken, you’ll run straight into the jaws of the fox. Your product is not going to be looked at and talked about just because it’s there. No one is excited by brand for its own sake or the corporate message you deliver.

The marketing angle Stop reacting to the panic in the farmyard and take a step back to look at social media from a marketing perspective, rather than allowing the techie foxes to dictate your marketing strategy. Real social media is about harnessing passions to build online communities of people who will spread the news of your product by word of mouth. We see this work again and again in case studies – not just ours but other reputable examples too. For the sake of argument, let’s imagine a hotel company called VS Hotels (I made that up, with VS standing for very special). It offers a selection of luxury, boutique hotels across Europe. Most are adequate and some are quite good but, like most businesses, the brand name is probably the most special part of the product. Not exactly a purple cow! They have a Facebook and a Twitter account with the normal number of “likes” and “fans” but between you and me, no one really cares because there is really nothing about their existence that deserves notice.

Capitalising on activity VS Hotels decide to create a specialty interest in gastronomy. They ask their customers to join in discussions about the food in their hotels. They highlight their best chefs and particularly good dishes. They invite some customers to dine for free at one of the hotels in exchange for some written thoughts about the experience. They invite a few notable chefs and local food celebrities from outside the hotel to hold a few special gastronomy evenings for this fledging community. Gradually this becomes a community of food lovers around Europe - a real, not a virtual, community with a common passion, spreading the news of this chain of hotels through their interest in cuisine. After it reaches a certain number of members with a certain level of “activity”, it is then ready to be put online and the company can expect to see this begin to spread virally. That’s when Facebook and Twitter can be introduced - use the tools, don’t let the tools use you. Once you have the people and their passion and you get them talking about it with each other, then you have the building blocks for real community building, a real passion community, and the beginning of a successful sustainable and profitable social media campaign. So when you’re in that farmyard, running around because the social media sky is falling on your head, take a breath and remember it’s very easy to out-fox that fox.

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