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ASPIRE BRUNCH CLUB


‘SOCIAL POSTS ARE TOO IMPORTANT TO BE LEFT TO THE INTERN’


Travel firms looking to drive their brand on social were advised to employ someone “who can show you their successes” rather than “a young intern or graduate”. Digital expert Sara McCorquodale, of


Corq Studio, said many companies put an inexperienced person in charge of social. But she claimed social content was so “heavily scrutinised”, both internally and externally, that it shouldn’t be left to a junior member of a team. “The person running social media [typically] tends to be really young and either an intern or a graduate,” she said. “You need to hire someone who can take social media to another level. They might be five years into their career and have a history of building up audiences and can show you their successes.” Melt Content’s Desiree Banugo encouraged businesses to find the right balance of posting frequencies. “Understand your business strategy and customers and then plug in your tools accordingly,” she said.


Susan D’Arcy: ‘You’re much more likely to get a response from a call to action in print’ Susan D’Arcy, luxury travel and spa


writer for The Sunday Times, said she believed it was hard for operators to devote the time and immediacy that social media requires. D’Arcy added: “Have coordinated campaigns that run across print,


social and online, because that’s how you’re going to get cut-through. “Particularly for tour operators,


you’re much more likely to get a response from a call to action in print than on social media. An integrated approach works well.”


DON’T MAKE A HASH OF USING HASHTAGS, EXPERTS ADVISE


Hashtags can help you build an audience – but don’t use too many, experts advised Aspire delegates. Sara McCorquodale, social and


digital strategist, said hashtags worked and could help brands to grow an audience organically. “Just make sure you’re using the right hashtags,” she said.


Instagram’s Gord Ray added that


using too many hashtags in social posts could appear desperate. “If you’re a business or managing


Sara McCorquodale: ‘Use right hashtags’


a brand, be wary of using a lot of hashtags,” he said. “Be wary of going down a strategy that relies on hashtags. It may work for some, but it doesn’t work for the majority.”


aspire march 2017 — 33


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