A generation of graduates and jobseekers will enter the market this year with skills they may not necessarily realise are highly valued in the commercial world. Anyone who has ever
used Facebook to curate a social network, or Twitter to grow a following, or YouTube or Pinterest to showcase their visual communication prowess, can bring new skills to firms struggling to establish their social media persona. While the jury is still out in
the travel sector about the true value of social media as a channel to drive sales, there’s a growing consensus that it is something that can’t be dismissed or ignored. As a result firms are investing in individuals or teams to run their presence on social media platforms, understanding that
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this is a vital area to build brand and reach an audience they may find it difficult or too costly to reach through traditional means. As in the case of Jessica
Whitworth of Lowcostholidays, the most forward-thinking travel companies are spotting employees within their ranks who have a passion for social media and empowering them to champion this area. One travel company that
recently turned to social media to increase its customer base was Mark Warner, the specialist beach and ski holiday operator. It was looking to explain to people who had never been on a Mark Warner holiday what it was like to be on one of their holidays and so it turned to its loyal existing customer base to help them do this. Using the hashtag #myweek
brand campaign and social media manager, Lowcostholidays
I run the social media strategy for Lowcostholidays and for us, social media has three vital purposes. First of all we see it as
the face and voice of our brand. Social media offers a platform where we can express the brand’s savvy, yet playful tone of voice and allows the opportunity to quickly and easily comment on news and trends, as well as interacting with followers and other brands. Secondly, we use social media as a tool for inspiration. We provide followers with information
and smart holiday tips on destinations, things to do, holiday routines and plenty of other relevant, useful holiday conversation topics. We believe that through
creating such content, we are also able to showcase the range and value our holidays, we like to think of social media as a ‘discreet’ sales inspiration channel. Finally, social media plays a crucial role in providing customer care. We have a team working 9am-9.30pm, seven days a week answering customer queries within 30 minutes.
Think you spend too much time on Instagram or Snapchat? In the travel industry, you could make a career out of it...
social media
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