Skift Take
What's a tweet worth? When it's tied to a prize it's worth a bit more.
One of the more common reasons why people follow brands on social media is to get wind of discounts and promotions, and competition is fierce for winning the top-of-mind title for brands on Facebook and Twitter.
Brands that publish exclusive content and reward existing and potential fans for their likes and actions have a fighting chance to be considered for a visit to their website, a return visit or, best of all, a sale. Promotions take more resources -- from creating micro-sites to publishing terms and conditions -- but it can provide additional insights about consumers' travel preferences. Both serve the purpose of meeting flyers and guests’ expectations about accessing deals or contests via social channels.
Skift partnered with Brandwatch, a social media listening and analytics firm that released Social Listening for the Travel and Hospitality Industry to take a closer look at promotions and contents from leading travel brands during 2014. The data analytics team at Brandwatch queried social media contests identified through SkiftIQ, a social media dashboard that tracks over 2,500 travel brands. The goal of this collaboration was to gather and analyze social data on the participants and conversations around these travel social media contests to pull insights and determine the efficacy of these types of contests.
The top travel
