Gain an Advantage on Social Media

Shane Dallas

By Shane Dallas, Professional Travel Blogger

Stroll around the massive exhibition halls of the Arabian Travel Market and you will see thousands of other exhibitors competing directly for your tourism dirham. Like you, they are all seeking to gain an advantage in the market, and maybe like you, they are using Social Media to gain that advantage.

Social Media is becoming an increasingly important part of any successful marketing campaign, so how do you gain and maintain attention in an already crowded travel market on Social Media? One of the best ways to be noticed on Social Media is to inject your personality, and the best way to achieve this is to be personal. How can you be personal on Social Media? There are several ingredients.

Find Your Voice
Too often we in the travel industry are focused on finding our niche – is it luxury, family, or adventure? But that is not enough – there are plenty of competitors in the luxury, family or adventure markets. Finding your niche is not enough, finding your voice is better. Strive to post something different on Social Media – something that only you can post, something that makes you stand apart from the crowd. If you are promoting a rarely visited destination or attraction, it is easier. But if it is already popular, you need to approach this destination or attraction in a new or different way.

Live Video
One of the most powerful trends in Social Media in recent times is the advent of live video. Periscope is the most famous, but Facebook recently launched its own live video tool. Online video is perfectly suited for travel – the ability to take a tour through a hotel, through the cabin of a new plane, or through a historical street. Give a running commentary of the scene and show what is around you. Done correctly, live video is very powerful, and there is no better way to inject a personal element to your Social Media.

Social Media Influencers
The speakers sharing the stage with me at ATM on Tuesday afternoon in the Travel Tech Theatre, Matt and Karen, have both written on the ATM blog about the importance of using bloggers. Bloggers are part of what are termed Independent Travel Media – it also includes travel photographers, travel writers, and freelancers from electronic media. If you choose an influencer who matches your brand, then their personality can help you form your own online personality. Consider using an influencer as a brand ambassador as this provides better value in the long-term. Show your personality on Social Media by being personal. These three ingredients will help you gain an advantage on Social Media. Implement these now and put them into practice during your time at ATM 2016 and beyond.

If you have any further questions, please contact me on Twitter at @TheTravelCamel or on LinkedIn at

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