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Visit Scotland | Alba

min read

Using Facebook effectively for your tourism business

Social media platforms are powerful tools that enable businesses to communicate and engage with customers. This article discusses using Facebook Business Manager. As a small company, you can bet that your customers are using Facebook— and that your competitors are using it too. Today, most businesses have some kind of presence on Facebook, using it to share updates, build a customer base and learn about its target audience. Is your business making the most out of Facebook? 

Why should my tourism business be on Facebook?

People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them. The number of active monthly users on the site (as of March 2020) is an astonishing 2.6 billion people. Around 1.5 billion users log onto Facebook on a daily basis which means there is a huge active audience for your marketing efforts. 

That’s not to say you should concentrate your social media marketing solely on Facebook. Other platforms are available including Twitter, LinkedIn, Instagram and Pinterest. Audiences expect different things from each platform – for example, Instagram is primarily an image sharing site, whereas LinkedIn is geared at professionals and business people. Always tailor the content you post accordingly. 

What types of content should I post on Facebook?

Facebook and tourism work very well together. As you would expect, travel is important to many people and by posting evocative content on your Facebook business page you can build a loyal following which in turn can help drive sales. 

Videos

Entertaining and educational videos work very well on Facebook. Remember to keep your videos relevant and try not to be overly promotional. 

Photos

Facebook posts containing images almost always perform better than those without. As a tourism business you should be thinking about what kind of images best represent your business – and what images you have permission to use. 

Text posts 

While images are a great way to drive engagement, a simple text update can do the job too. This might include an inspirational quote, business update, question to your customers or sharing a blog from your company website.

User generated content

You don’t always have to create your own content. If you see that another business or person is making relevant content, try sharing it. A simple example of this might be photos of your business taken by a guest or customer. 

Some things to remember:

  • Avoid obvious and immediate sales pitches. 

  • Keep your posts varied. 

  • Include a call to action, such as a link to your website. 

  • Avoid producing content without images (most of the time). 

A lady holds a smartphone up to take a photo to two large equine sculptures

Who will see the content I post?

Your Facebook business page is different from your personal profile, where only people who you invite to be friends will see your posts and photos. When you set up a business page there are multiple ways your content can be viewed: 

  • Fans who click the like button on your page will see your content in their feed. 
  • Friends of fans will see your content when a fan likes, comments or shares your posts. 
  • Other businesses who like your page will also be able to see your posts. 
  • Any paid advertising you engage in will increase the reach of your posts to non-fans. 

  • Remember that engagement is necessary for as many people as possible to keep seeing your posts. Likes, comments and shares are all different types of engagement. It is important to make your content as interesting as possible to keep the likes and shares coming in.