{"id":768,"date":"2024-09-24T21:00:24","date_gmt":"2024-09-24T18:00:24","guid":{"rendered":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/?p=768"},"modified":"2024-09-24T21:12:08","modified_gmt":"2024-09-24T18:12:08","slug":"facebook-in-tourism-marketing","status":"publish","type":"post","link":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/2024\/09\/24\/facebook-in-tourism-marketing\/","title":{"rendered":"Facebook in Tourism Marketing"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Introduction to the tool\u200b<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Facebook is a popular social media platform that also works well for tourism marketing. But how should you use Facebook in marketing? What kind of content should you post, and how often should you update it? Read this blog post for simple and effective tips on how to succeed in marketing and master Facebook!<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Facebook is an important channel for tourism. You can share status updates, photos, or videos to inform customers about your business activities. On Facebook, you can also create events, which is a great way to attract customers to visit in person!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to start using Facebook<\/h2>\n\n\n\n<p>Using and getting started with Facebook is easy. Watch the video below to see how to create an account!<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"How to Set Up a Facebook Business Page 2024 (Fast &amp; Easy Tutorial)\" width=\"1099\" height=\"618\" src=\"https:\/\/www.youtube.com\/embed\/YUdGhWA3Uf4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to use Facebook in a tourism business\u200b<\/h2>\n\n\n\n<p>Facebook is the most widely used social media platform globally, with over 3 billion monthly active users. This makes it an excellent place to reach a diverse audience. In 2024, Facebook offers even more advanced tools and strategies to help businesses improve the effectiveness of their campaigns.<\/p>\n\n\n\n<p>For tourism entrepreneurs, Facebook ads provide an opportunity to reach potential customers directly. Facebook advertising is generally also more affordable compared to traditional ads. This makes Facebook marketing more accessible, even for marketing with a small budget. (DeSantis, 2024.)&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Target group<\/h2>\n\n\n\n<p>Today, 2.7 million Finns use Facebook (Facebook Ads Manager, May 2021). Facebook ads also appear on Instagram, where there are 2.1 million Finnish users. Advertising can effectively reach both new audiences and existing customers, as there are plenty of eyes on the ads.<\/p>\n\n\n\n<p>It is true that several new social media platforms have emerged, particularly for younger people, in recent years, and Facebook is now perceived more as a platform for older generations rather than the youth. However, young people can still be reached on Facebook: according to Ads Manager, there are around one million 18\u201335-year-olds on Facebook in Finland and 1.1 million of the same age group on Instagram. (Paronen, 2021.)<\/p>\n\n\n\n<p>In tourism marketing, it&#8217;s also important to note that social media platforms vary by market region. For example, social media platforms differ across Asia. Facebook is a popular channel in Hong Kong, Japan, and Singapore. Therefore, paying attention to regional preferences and the target audience is crucial when choosing the platform. (Visit Finland, 2019)<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"542\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/facebook-box.png\" alt=\"Box with Facebook logo full of thumbs up.\" class=\"wp-image-886\" style=\"width:600px;height:auto\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/facebook-box.png 640w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/facebook-box-300x254.png 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><figcaption class=\"wp-element-caption\">(Photo: Pixabay by GraphicsSC)<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The content and communication with the followers<\/h2>\n\n\n\n<p>The basic pillars of Facebook posts are texts, images, and videos, as well as combinations of these. According to some sources, it is recommended to post on Facebook 2-3 times a day, but at least a couple of times a week. It is also said that the best time to post on Facebook is between 1 pm and 3 pm. However, many others have likely read the same thing, so this may no longer be true, as you&#8217;ll have to compete with so many other posts. Explore and analyze what works best for your business and find out if your followers are most interactive with videos, images, links, or just text. However, don&#8217;t rely on just one type of content. You can also create a separate page for your event. (Joki, 2024.)<\/p>\n\n\n\n<p>Even if your company has thousands of likes on Facebook, that doesn\u2019t mean each follower will see your posts. There are over 50 million business pages on Facebook, and up to 75% of them advertise their posts. As a result, your organic posts get overshadowed by sponsored ones. Another reason is Facebook\u2019s algorithm, which aims to show users updates they\u2019re likely to engage with (i.e., click on). If a follower hasn&#8217;t interacted with your posts, Facebook assumes they\u2019re not interested in your content.<\/p>\n\n\n\n<h6 class=\"wp-block-heading has-text-align-center\">&#8220;Create content that teaches, entertains, makes people think, or otherwise adds value to their lives&#8221;<\/h6>\n\n\n\n<p>Ask your followers questions, respond to their inquiries, and generally be social. Create content that teaches, entertains, makes people think, or otherwise adds value to their lives. When you create valuable content for your followers, they will click, comment, and share it. All these actions are signals to Facebook that your content is valuable. And because your content is valuable, it should be shown to more Facebook users, increasing the reach of your posts! You can also target specific posts to be visible to certain types of people. (Joki, 2024.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"684\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Using_facebook-1024x684.jpg\" alt=\"A person uses Facebook with a mobile phone and a laptop at the same time.\" class=\"wp-image-887\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Using_facebook-1024x684.jpg 1024w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Using_facebook-300x200.jpg 300w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Using_facebook-768x513.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Using_facebook.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">(Photo: Pixabay by ProdeepAhmeed)<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Marketing tools and metrics<\/h2>\n\n\n\n<p>Advertising on Facebook is easy to track through various metrics. Setting up these metrics is simple, and learning how to use them is easy, for example, through videos available on <a href=\"https:\/\/www.youtube.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">YouTube.<\/a> Facebook&#8217;s own analytics tool is Meta Business Suite, which is free. Meta Business Suite offers many different tools all at once. You can also use third-party analytics tools like Google Analytics.<\/p>\n\n\n\n<p>Tools available in Meta Business Suite are e.g. Meta Analytics, Meta Ads Manager, Events Manager, and Insights-tools. Meta Analytics is a powerful tool that provides in-depth insights into the performance of Facebook marketing campaigns and pages. This tool helps businesses track and analyze user activity and engagement across various Meta platforms, such as Facebook and Instagram. Meta Analytics consolidates data from different sources, providing a comprehensive view of customer behavior and the effectiveness of marketing strategies. The key KPIs for Facebook marketing are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Click-Through Rate (CTR)<\/strong>: Measures how many users click on your ad after seeing it.<\/li>\n\n\n\n<li><strong>Conversion Rate:<\/strong> Measures how many users who see the ad complete a desired action.<\/li>\n\n\n\n<li><strong>Cost Per Acquisition (CPA)<\/strong>: Measures how much it costs to acquire one customer.<\/li>\n\n\n\n<li><strong>Return on Ad Spend (ROAS)<\/strong>: Measures how much revenue is generated for the money spent on advertising.<\/li>\n\n\n\n<li><strong>Impressions<\/strong>: Measures how many times your ad has been displayed.<\/li>\n\n\n\n<li><strong>Engagements<\/strong>: Measures user interactions with the ad, such as likes, comments, shares, and clicks. (Slogan, 2024)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Special tips<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Remember to add a facebook-link to your homepage.<\/li>\n\n\n\n<li>Keep your page updated! Make at least a few posts per week.<\/li>\n\n\n\n<li>Visuality is important! Use good quality pictures to attract customers.<\/li>\n\n\n\n<li>Create events to boost your visibility.<\/li>\n\n\n\n<li>Remember to communicate with your followers. Answer their questions and listen the feedback you get.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">An example of good use of Facebook<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"721\" src=\"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Tui_facebook_page-1024x721.jpg\" alt=\"Overview of TUI's Facebook homepage.\" class=\"wp-image-812\" srcset=\"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Tui_facebook_page-1024x721.jpg 1024w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Tui_facebook_page-300x211.jpg 300w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Tui_facebook_page-768x540.jpg 768w, https:\/\/blogi.eoppimispalvelut.fi\/cemit\/files\/2024\/09\/Tui_facebook_page.jpg 1127w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">TUI uses their <a href=\"https:\/\/www.facebook.com\/TUISuomi\" target=\"_blank\" rel=\"noreferrer noopener\">Facebook-page<\/a> in many different ways:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Communicates with customers, encourages discussion with prompts like \u201cHave you been, imagine, tag someone who\u2026\u201d<\/li>\n\n\n\n<li>Short tips, inspirations and introductions to destinations<\/li>\n\n\n\n<li>Encourages dreaming and creates needs<\/li>\n\n\n\n<li>Beautiful images<\/li>\n\n\n\n<li>Call to action: \u201cRead more, book now\u201d<\/li>\n\n\n\n<li>Contests and giveaways<\/li>\n\n\n\n<li>Offers and promotions<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">References:<\/h3>\n\n\n\n<p>DeSantis, N. (2024). <a href=\"https:\/\/www.resmarkweb.com\/beginners-facebook-ads-tourism\">Beginner&#8217;s Guide to Facebook Ads for Tourism<\/a>. Referred to 24.9.2024.<\/p>\n\n\n\n<p>Joki, M. (2024). <a href=\"https:\/\/www.hakukonemestarit.fi\/blogi\/miten-parantaa-facebook-julkaisujen-nakyvyytta\/\" target=\"_blank\" rel=\"noreferrer noopener\">Miten parantaa Facebook-julkaisujen n\u00e4kyvyytt\u00e4?<\/a> Hakukonemestarit. Referred to 22.9.2024.<\/p>\n\n\n\n<p>Paronen, I-L. (2021). <a href=\"https:\/\/www.mediashake.fi\/totta-vai-tarua-kukaan-ei-kayta-enaa-facebookia\" target=\"_blank\" rel=\"noreferrer noopener\">Totta vai tarua: Kukaan ei k\u00e4yt\u00e4 en\u00e4\u00e4 Facebookia.<\/a> Mediashake. Referred to 22.9.2024.<\/p>\n\n\n\n<p>Slogan (2024). <a href=\"https:\/\/slogan.fi\/pages\/opas-facebook-markkinointiin-vuonna-2024\" target=\"_blank\" rel=\"noreferrer noopener\">T\u00e4ydellinen opas Facebook-markkinointiin vuodelle 2024.<\/a> Referred to 22.9.2024.<\/p>\n\n\n\n<p>Visit Finland (2019). <a href=\"https:\/\/www.businessfinland.fi\/julkaisut\/visit-finland\/matkailuyrittajan-kansainvalistymisopas-2019\" target=\"_blank\" rel=\"noreferrer noopener\">Matkailuyritt\u00e4j\u00e4n kansainv\u00e4listymisopas.<\/a> Referred to 24.9.2024.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction to the tool\u200b Facebook is a popular social media platform that also works well for tourism marketing. But how should you use Facebook in marketing? What kind of content should you post, and how often should you update it? Read this blog post for simple and effective tips on how to succeed in marketing&#8230;<\/p>\n","protected":false},"author":47795,"featured_media":879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[38,132],"class_list":["post-768","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media","tag-digital-marketing","tag-facebook"],"_links":{"self":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/posts\/768","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/users\/47795"}],"replies":[{"embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/comments?post=768"}],"version-history":[{"count":20,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/posts\/768\/revisions"}],"predecessor-version":[{"id":999,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/posts\/768\/revisions\/999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/media\/879"}],"wp:attachment":[{"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/media?parent=768"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/categories?post=768"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogi.eoppimispalvelut.fi\/cemit\/wp-json\/wp\/v2\/tags?post=768"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}