As micro communities grow online through social media - how does your tourism marketing strategy evolve to reach a changing consumer?

The population explosion that has occurred in the mega social networking websites such as Facebook and Twitter is beginning to resemble a city that did not lay an infrastructure for the number of people who have moved there! 

This unprecedented growth has also led marketers to try to keep up with the micro communities of travel and hotel groups hoping to attract legions of "brand fans" (let alone all of the other brands starting to clutter up the social media universe.)

Daily on Facebook I get asked to join yet another travel or hotel group and I keep thinking, what's the point? I look at the group which is designed by a marketer with a direct message trying to sell their hotel. What's in it for me? I get to write on the wall, add to my group memberships, and be associated with a random bunch of people who don't even communicate with each other?  I'm confused.  Wasn't the whole point of social networking websites to be social?

Yes your customers are participating in social networking websites from Facebook to Linked In, to Twitter and beyond.  New media has evolved to not only include consumer conversations, but it has become dependent on them. 

These communities can give your brand message additional distribution beyond just the search engine, travel website or print Ad.  "Branded micro communities" across multiple channels can allow you to engage with your consumers like no other media.

In addition, having a presence on social media websites also gives your brand visibility beyond the website as it assists with your positioning in the search engines and other places online.  Facebook pages, Linked In profiles and YouTube channels are all indexed in search engines, which allow you to control your message online.

This is all fine and good to talk about, but as I often get asked – how do you build social media micro communities?  First and foremost, online communities must be built with a purpose. 

LuluLemon, an upscale athletic clothing supplier based in Canada started both a Twitter community and a Facebook page.  Both announce special offers, new products, special sales and invited dialogue from the participants (also known as "fans").

In addition, Lululemon developed pages within their website lululemon.com as a call to action to these community forums – with the website remaining as the final point of transaction. The landing pages or micro-sites within the website also links to the Twitter and Facebook communities (and vice versa), and also to the Flikr.com photo pages, and Lululemon YouTube.com channel.  The purpose is to engage with their consumers across the lululemon micro communities that have been created for them to dialogue about the brand, get specials only available to them and of course - to be social around a common interest. In this case that interest is Yoga and comfortable yoga wear – but you get the point. 

If you want to use social media communities to listen and or market to your consumers, you will need to be sure to follow the rules of social media networking.   A well thought out social media strategy just may give you access to a niche audience that you may not otherwise find. 

As for my initial rant about that hotel Facebook community that continually sends me "special offers" and "deals" amongst my friend requests and photo comments – stay tuned for part two of this article where we explore how to engage me in a Wall post or two!

About the Author:
Patricia Brusha is the co-founder of www.acoupleofchicks.com - an Internet Marketing Company focused on travel and tourism, and Online Revealed Canada – the leading e-Marketing Conference for travel and tourism, which will hold its 4th annual event this April 13-15 in Niagara Falls, Canada.  Together, the "Chicks" have published over 30 articles, produced a successful online marketing Blog; www.ideahatching.com , and have developed online marketing programs for such notable brands as Marriott International, Fairmont Hotels and Resorts and Nova Scotia Tourism.  Their popular e-marketing workshops have also lead to the upcoming book focused on the "Chicks" non-intimidating approach to marketing online set for release this spring 2009.  Check out A Couple of Chicks on Facebook and Twitter too!