17 January 2018
Social media has become a central part of the marketing mix for tourism businesses, including Tourism Australia which has 7.9 million Facebook fans, more than any other tourism body in the world.
Images of Australia’s iconic attractions, gorgeous animals and vivid landscapes have mass appeal to potential travellers and content Tourism Australia posts regularly makes it into millions of newsfeeds globally.
However, on 12 January Facebook’s CEO Mark Zuckerberg announced “a major change to how we build Facebook” to help users have “more meaningful social interactions.”
As Facebook roll out these changes over the next few months, users will start to see more content from friends and family in their newsfeed and less from brands, publishers and celebrities.
While it's not yet known just how significant the drop in organic reach will be for pages, Tourism Australia’s Global Manager of Social Media, Nick Henderson, has six pieces of advice for travel brands.
Find out more about Tourism Australia’s approach to social media at www.tourism.australia.com/socialmedia.
Visit Tourism Australia’s Facebook page at www.facebook.com/SeeAustralia.