Notable social activity that highlights Amsterdam, Australia, Colombia, Malaysia, and Vietnam made this week more global in comparison to last week’s American-focused content.
Signs of patriotism and what the rest of the world calls football rallied fans; user-generated galleries that celebrated talented community members; bicycles inspired audiences to organically share their own bike photos; exploration of newly discovered terrestrial wonder; and quality time with mother engaged and attracted new followers.
Each Friday we call out travel brands that have seen stronger than usual activity on social media. Using SkiftIQ, we’re able to track current performance versus past, as well as notice spikes in activity that demonstrate a brand has either a viral hit on its hands, or a public relations mess to clean up.
The latest social activity on SkiftIQ for the week ending May 16, 2014:
1. Queensland on Facebook
The impact of UGC can’t be denied. 17 photos sourced from #thisisqueensland made the Official Tourism Site of Queensland, Australia’s Facebook gallery this week. The slow shutter-speed starry sky is awe-inspiring and got the most likes and comments. On that day, their page likes spiked by 385% to 1,026, in comparison daily average of 266 likes/day over the past 60 days.
2. Road Trippers on Facebook
Did you know that the world’s largest cave was discovered in 1991 in Vietnam? This exciting place was recently explored by Road Trippers. They shared the images of their trip and a link to factoids about Soon Dong Cave. Their Facebook page grew by 1,815 likes, a 278% jump from their average 653 likes/day over the past 60 days.
3. Rick Steves on Facebook
Travelers equate Amsterdam with bicycles. Who knew that Rick Steve’s modest cover image of bicycles parked on a canal railing would spark comments with photos of the same? Likes increased by 195% over their average of 209 followers/day.
4. AirAsia on Instagram
Contests are another way of engaging fans. Air Asia encouraged its audience to shop and spend a leisurely day on Mother’s Day at a famous shopping outlet in Malaysia. They can enter to win a free pair of flights by Instagramming a selfie with mom using #AirAsiaMothersDay. This one-day contest attracted 176% more new followers over their average 106 followers/day.
5. Avianca Airlines on Twitter
In South America, Colombia is the second best “soccer” team, rivaling Brazil. Naturally, being chosen to be the official airlines for Colombia’s team was a big deal. Avianca’s announcement of this win on Twitter sparked a 65% follower increase from their 400 followers daily 60-day average.
— Avianca (@Avianca) May 13, 2014