Agents, are you onboard with social media

Arabian Travel News looks into the benefits and pitfalls of the social media phenomenon, to find out if it’s time for travel firms to start tweeting or if it’s just a load of hype...

It used to be viewed as the procrastinator’s weapon of choice to while away an afternoon at work (many companies even went as far as banning Facebook during work hours — including this magazine’s very own publishing company). But these days, it seems companies have latched on to a new potential for using social media as a viable business development tool.

Whether you love it or can’t stand it; you can’t avoid the fact that more and more people are Tweeting, Facebooking, blogging, podcasting, and Youtubing,; not just for personal reasons but as part of their business strategy.

The stats are mind-boggling. Facebook has more than 750 million active users; Twitter has 200 million and in the US alone the number of minutes spent on social networking sites has increased 83% year-on-year.

So how do you get involved? Why would you? And what are the drawbacks to exposing your brand to such an instant and public form of communication?

Quality connections
Of all the social media sites out there, Facebook is ranked number one (apparently if Facebook were a country it would be the third largest in the world).

Social media expert, Martin Kubler, founder of Iconsulthotels said for a company looking to start its social media strategy this is the best place to begin. “If you can only be on one social media site it should be Facebook.

“Facebook is a part of everyday life. People are constantly updating their newsfeeds and it has spread into new areas of the world and to new age groups. A lot more older users are using it these days.”

However Kubler cautions that companies should “look behind the numbers” and focus on building up “quality connections” through Facebook rather than just trying to get as many friends and followers as possible.

“Size does not matter. It’s about the quality of connections. You could have 20,000 friends on Facebook, but if 19,999 are outside of your target audience and never look at your page it won’t make a difference.”

Al Futtaim Travel launched its Facebook page in August, featuring a travel clinic called ‘Ask Bill’ where users can ask manager Bill Horsely travel-related questions. So far the page has 209 followers; but Samantha Watson, sales & marketing manager, Al Futtaim Travel agrees that social media is not a numbers game.

“We are not about numbers or having a high amount of ‘likes’. We are interested in having the right type of followers. People who are genuinely interested in us and us in them. We are not just crowd sourcing.”

Nazar Musa, managing partner of Gulf Reps has developed Facebook and Twitter accounts for travel clients including Tourism Ireland, which now has over 7,000 followers on Twitter. Twitter has been used to “develop a relationship” with followers; run competitions, answer questions and start conversations on Ireland, says Musa with staff dedicated to managing the accounts.

Musa believes its essential that every travel company adopts a social media strategy. “Social media communication is instantaneous and a medium used by most of the population nowadays.

Clients can comment, praise, be disparaging or simply want to make a point about your business and if you’re not engaged you have no opportunity to be involved in a conversation that significant numbers of people can be having”.

Don’t be boring
But for all the benefits that instant messaging and interaction with potential clients brings — there are pitfalls. The sheer amount of interaction going on over the web means there’s a danger of overloading. How do you keep up with it all and whose responsibility should it be? Marketing? Sales? PR?

Advice from Kubler is that social media strategy should not be “left to the marketing people”. “They will use it to post PR and marketing messages which makes people switch off. You would not buy a newspaper that was only full of press releases would you?” he points out.

In terms of what you should be putting out there to your followers Kubler advises: “Keep it real. Your ‘online/social media’ image should match your company’s ‘offline’ image”.

And above all: “Don’t be boring”. “Social media is an exciting and fun medium and you need to come across as exciting and fun.”

Basel Abu Alrub, general manager at Utravel in Dubai has built up over 2,000 followers
on his company’s Facebook page. He agrees that the key is not to “bombard” followers with PR chat.

“I do not believe in bombarding our followers with special offers that could in the long-term harass them. We keep our messaging simple, sweet, interesting, and informative and this in turn will guarantee to make us a more interesting brand.”

Or is it all just hype?
Despite the growing buzz surrounding social media, there is still a lack of solid evidence about what the return on investment of it actually is; and its value as a sales channel remains as yet unproven.

Kubler admits that there are “still some difficulties in measuring ROI from social media activities” but he argues “social media is definitely not just hype, but a fundamental change in the way people communicate and society consumes information.”

So if your customers are not exactly clamouring to talk to you on Twitter or Facebook yet — should you still be investing in it?
Alrub says yes, as social media acts “indirectly as a driver of sales”. “The way it works is simple: engaging your community using constant and systematic messages about travel will keep you top of mind.

When people are ready to buy a package from a travel agent, they are more likely to seek those who are at the forefront of their social circle, and the agent their friends ‘like’ on Facebook or ‘follow’ on Twitter because they are familiar with this agent.”

Al Futtaim Travel
• Launched a Facebook page in August and has 209 friends.
• The page has features a ‘Dear Bill’ travel clinic, where people can ask manager Bill Horsely travel related questions

Samantha Watson, sales & marketing manager, al futtaim travel:

How are you using social media at Al Futtaim?
We are using social media as a promotional and advertising platform, as well as for interaction with our customers and potential new markets. We use it to have a dialogue, get feedback, bookings, and constant communication with our followers.

What are the benefits?
Aside from the promotional opportunities, the benefits are a critical communication channel in real time; and an opportunity to test products and new markets. We can actually have a dialogue and complete solid market research. We also generate bookings and enquiries!

Is social media driving revenue for your business?
We post all of our offers and promotions. We also take direct booking requests.

Who is responsible for your social media strategy?
Currently the responsibility is shared in the marketing department. Social media is critical in our strategy going forward, as the opportunity grows then so will the dedicated resource.

What’s your top tip for others looking to start using social media?
Don’t delay!

Utravel.Dubai
Basel Abu Alrub, managing partner, Utravel, Dubai:

How are you using using social media at UTravel?
We are using social media to engage our community by coming across as an innovative and customer-friendly agency with an edge and an eye for “cool” travel ideas and products. We communicate interesting news, articles, hotels, and destinations.

How much effort do you devote to social media?
One to two hours per day at most. It does not take much and frankly, it should not. You need to maximize the return by minimising how much time you spend on it.

I think it will take time to gauge whether it is paying off or not, and that is understandable because social media is building Utravel’s brand equity, and that takes time to be accomplished. People do not fall in love with a brand overnight, do they?

Is your Facebook page an effective marketing tool?
Of course. It gives Utravel constant visibility in the social media community; it is an inexpensive and effective way of communicating with your target market; it can be used to differentiate yourself from the competition; it creates a personal environment between Utravel and its followers and it builds brand loyalty and brand equity.