Social Media and Branding Your Business as a Destination

Updated: Feb 9

map, compass, small flag says; destination and the facebook logo

Social Media and Branding Your Business as a Destination

By A. Honey

So you want business from outside your town or city, your county, or even your state, huh?

In this article I will be sharing with you my knowledge and expertise on how you can use social media to market yourself as a destination hot spot!

“…travel is one of the most shared topics on “The Big 3” social networks (Facebook, Twitter, and Instagram).”

Travelers do almost all of their planning online and often turn to social media to ask questions. You might not think of sites like TripAdvisor or Yelp as the optimal social media platform, but when it comes to travel, they most definitely are! Other sites, like a Chamber of Commerce or local tourism division, are great ways for consumers to find things to do wherever they are going. However, word of mouth is the most effective method of marketing because people buy from brands they trust. Word of mouth nowadays can be categorized too, as reviews or written testaments and are often found directly on a user’s social feed. A peer recommendation or review will land you more leads than any other method. When branding your business as a destination, your goal is to be a trusted source for adventure, excitement, rest, and/or relaxation.

I’ve listed off in order of use, travelers’ steps when searching for their next vacation, getaway, retreat, activity, etc.

many road signs on two different poles

  1. Word of mouth: a. Good old fashioned, b. Word of mouth via social media

  2. Social media: a. Twitter, b. Facebook, c. Instagram, d. Others

  3. Travel apps: a. Yelp, more of a reviews site but often used in conjunction with travel, b. Trip Advisor, c. Once a place is found, their social media sites will be viewed

  4. Google, Bing, and Yahoo searches: a. Local SEO rich sites (Chamber of Commerce, Tourism division, Pure Michigan, Other related sites) b. Your website (if SEO rich), c. Once a place is found, their social media sites will be viewed

As you can see, no matter the route your potential customer takes, they end up on social media one way or another. They are monitoring activity, double checking if the events they want to attend are actually going to be fun, looking at pricing and availability, reviewing their peer’s reviews, and so on.

But which sites do you use and which ones should you be using?

Each site is different and therefore each business needs to use the sites that benefit them. Unfortunately, you can’t determine or force your customers to use the sites you prefer. You have to know your market and more importantly you have to understand how each site works.

Facebook vs. Instagram (Restaurant Logic2): Since January of this year, Facebook has been making a push to stop posts that are impersonal (business posts) in an effort to make personal moments their main focus. They want to create more meaningful social interactions. This will, and has, made it more difficult than ever to be “organically seen” in users’ newsfeed. If you thought it was bad before – because it was – it’s even worse now.

fork and knife icon

Take for example, Restaurant Logic located in Jackson, MI. Restaurant Logic is a marketing business for restaurants. They have 1169 followers on Instagram but only 191 followers on Facebook. Some might argue that it’s time to get off Facebook and migrate to Instagram.

Klavon's logo

On the flip side, an actual restaurant in Jackson, Klavon’s, has 1,278 followers on Instagram but an overwhelming 31k followers on Facebook. Now one could argue that it’s best to stay on Facebook and leave Instagram alone, cause if it “ain’t broke, don’t fix it”, right?

Well let me break this down: Facebook’s algorithms have always been set for users to enjoy connecting