Column: Social media campaigns need planning

04/2/2014 | Travel Research Online

Travel agents should have written plan for their social media marketing efforts to establish goals and be able to compare them with results, Richard Earls writes. "The strategies and tactics you use are important, but without a plan are likely to be so poorly implemented as to be ineffective," Earls writes. Agents also need to recognize that social media is primarily used to strengthen engagement, and should avoid using marketing tactics that they employ on other segments, Earls writes.

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