Destinations are some of the most prolific users of social media - using a wide number of channels and often backed by hefty levels of marketing spend. However, how does a destination establish if its efforts with social media are worth all the messages on Twitter, pictures on Instagram, videos on YouTube and interacting on Facebook? Think, a social media agency that works with tourism boards and DMOs around the world has developed what it claims is a measurement standard for organisations to use when they want to evaluate the success of a social media campaign. In its simplest form, DMOs work from three elements:
- Total expenditure of a visitor.
- Multiply it by a percentage that represents a social media channel's influence on purchasing.
- Combine with consumer interactions across a channel.