Excellent session on "creating a Social Media department" for your organization.
Some takeaways: someone must be responsible, how much you pay that person or persons is very important (Erica Ehm: "the famous intern: don't give the responsibility to an intern who doesn't understand your company"), very challenging to try and address different tourism markets with different languages and cultures, very important that whoever engages in social media communication knows the product/destination very very well and, perhaps most importantly that they know who they are taking to (engagement market) - e.g. Erica Ehm's YummyMummyClub bloggers are Mothers writing for Mothers "only way you can be true."
In tourism, if you in social media in order to attract visitors from Mexico or India or China you should understand what makes travelers in those markets tick. Ideally whoever is communicating should be a resident in the destination (or at least in the country where the destination is) and bi-cultural (not easy to find). I will be speaking about this topic at next March's Online Revealed conference and I very much look forward to the discussion.
Jaime
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