Skift Take
Are visual-based social media platforms being leveraged enough by U.S. destination marketing organizations? We think they could do better.
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Independence Day, the most American of U.S. holidays is upon us.
To celebrate this holiday, we came up with a summer 2014 edition of the official U.S. tourism boards for each state by Facebook, Twitter, YouTube, and Instagram followers.
Although 100 percent of the states -- along with Washington, D.C. -- are on Facebook and Twitter, only 59 percent are present in all four platforms. 96 percent have YouTube channels and 65 percent are present on Instagram.
Eighty-five percent of 12.5 million followers that drive the total social media presence of each brand comes from Facebook. Twelve percent hail from Twitter followers and less than 1 percent are on YouTube, Instagram.
The average number of followers for Facebook is 215,000; Twitter is 30,000; YouTube is 1,000 followers; and Instagram is 10,000 followers. Fans of these tourism boards were more likely to follow on Instagram than on YouTube. The immediacy of Instagram and its user experience on mobile is a huge
