Please provide the background Information to your Social Media Plan.
Farmosa Holiday Tour(S) PTE LTD’s (FHT) is a Singaporean tourism company. The business is running successfully for last 35 years and has seen stable growth in the tourism business. Presently, the tourism company is serving almost eighty thousand clients annually.Member ofNational Association of Travel Agents Singapore (NATAS) and International Air Transport Association (IATA), FHTmaintains all the features of a reputable establishment. FHT, maintains its extraordinarylevel of quality product and cordialgenerosity, and increasing the holidaymaker’sselection of leisure travel packages, air ticketing,coaches,cruises, etc. FHT does not only specializes in offeringzero cost and easy tour packages, it also specializes in organizing seminars and provides meeting packages for several companies ( Chia & Synnott, 2012).
FHT is now planning to incorporate social media as their main promotional channel for Europe USA, Latin America and Asia. Their sole purpose of social media advertising is to grow awareness about their presence in the European and Asian tourism industry as well as being noticeable in front of their prospects i.e. travel enthusiasts aging between 35 to 65 years.
qualified,people-oriented and expert staffs havingthorough knowledge of the tour business.With required information at their fingertips, theydevote substantial time in establishing a chain of aims, plans and strategies for reaching the company’s principal goals. The mission of the travel businessare designed by the Board of Directors. FHT’s Board of Directors analyses and amendsits Strategic Plan annually (Wilcox, Cameron & Reber, 2014).
Mission and Goal of FHT
Sole mission of Farmosa Holiday Tour(S) PTE LTD’s is to generate awareness amongst target audience in above mentioned geographical locations and having a considerable amount of prospects in next three months through their premeditated social media activities. Whereas its goal is offering cost effective and exceptional experience that adds value to clients’ touring experience.There are some obvious challenges for FHT to be able to reach its goals in these regions. The reasons are:
- Several established competitors from which FHT will get tough competition
- FHT is somewhat newbie in the planned region
- Word of mouth still is considered as one of the main source of promotion in these regions where FHT lacks big time
Presently FHT does not have any social media presence. To be able to achieve their goals, FHT needs to consider the following social media channels and strategies applicable for each of those:
All the social media channels must have its official logo as its profile picture, a striking background picture along with the mission/vision statement of the tourism company as the best practice. The company also needs to go ahead with specific campaigns to be able to get their prospective customers notice in those geographic locations. Initially the company has to proceed with paid campaigns and ads.
Being imagery centric promotional medium, this social channel is highly effective in getting prospects’ notice for several businesses likedecoration, cooking hotel and tourism. FHT being Tourism business, this social channel can bring great results for the company.Various pictures of the targeted geographic location along with interesting facts, flyers and vacation quotes can be of great help in grabbing prospects notice.Posting such elements two to three times a day is preferable. These elements should be post at early morning time, afternoon and evening or on late nights (Tuten & Solomon, 2014). Additionally, the pictures need to be posted accordingly i.e. in the morning time pictures of sunrise or trekking in those specific locations or pictures of sunset, shopping, boat riding etc. in the evening time. This way the company can attain a good number of followers and activity on the channel where people will talk about the company. Also the company can build a rapport with those prospects.
Strategy for utilizing Pinterest is similar to Instagram. As an additional marketing policy, several quizzes and facts related to traveling can be added for prospects to answer those. This eventually will trigger craving amongst them for traveling to those areas.Posting once or twice a day can on this channel can be effective for FHT. This will help the company in attainingconsiderable number of followers and noticeable activity on the channel where people will talk about the company. The company will also get the chance of building rapport with those prospects.
This medium is great for short messages (worth of 140 characters) that invokes interest in prospects mind. For FHT, the channel can be utilized for posting several pictures, quizzes as well as holiday related quotes. Posting three to four times can be beneficial for the company to be able to get qualified followers. Liking and rewetting their customers (in already established business locations) will help prospects to understand the company’s status and what it can offer in new business areas.Posting three to four times a day can be effective on this channel (Leung et al., 2013).
To be able to utilize the most popular social media channel, FHT should open a page and utilize multiple things like images, quotes, short videos, pictures of clients touring with FHT and their words (these works magically for marketing) etc. two to three times a day. Creating a group where prospects can talk about various destinations in the targeted locations is also great strategy for FHT to consider (Rosman & Stuhura, 2013).
Indeed a great advertising tool that is in-synced with the search giant – Google. Prospects can get all required information by visiting this channel of FHT. The company should consider posting various pictures and join in groups related to tourism in targeted areas. This will help FHT to market itself as well as build rapport with prospects. Posting 5-6 times a week can be effective in FHT’s case. Later on this can be reduced down to two to three times a week (Kirá?ová & Pavlí?eka, 2015).
Being provider of meeting and seminar and meeting spaces, FHT can capitalize the world famous professional social channel to attract various establishments’ attention. Posting very crisp and classy pictures, productivity related quotes related to importance of professional trips and meetings are great. Creating a page with weekly one or two updates can be very beneficial.
Evaluation of Social media plan
From the very beginning, all these channels need to be evaluated on a daily basis. It needs to be noticed that which type of posts are getting maximum activities. Strategies can further be tailored after having a better understanding of what prospects are liking the most and about what they want to talk about the most (Kim, Lim & Brymer, 2015)
Chia, J., & Synnott, G. (2012). An introduction to public relations and communication management (2nd ed.). Melbourne:OxfordUniversityPress.
Wilcox, D. L., & Cameron, G. T., & Reber, B (2014). Public Relations: Strategies and tactics (11th ed.). Boston: Allyn & Bacon.
Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, 165-171.
Kirá?ová, A., & Pavlí?eka, A. (2015). Development of social media strategies in tourism destination. Procedia-Social and Behavioral Sciences, 175, 358-366.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
Rosman, R. & Stuhura, K., (2013). The implications of social media on customer relationship management and the hospitality industry. Journal of Management Policy and Practice, 14(3), p.18.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.