A major shift took place two years ago that caused travel brands to lament the dwindling access to consumers through Facebook. Paid reach beat out organic reach and brands realized that they don’t have much of a choice but to stay put. As consumers drift into other branches of this multi-pronged platform, smart brands are keeping one eye on the data that matters and the other, on greener pastures.
Facebook’s plan to make the News Feed more relevant for its users pushes brands to target their content to a receptive audience and to weigh if these interactions have a business impact. Travel brands be warned, this rupture will create inefficiencies and opportunities for both that decide to leave and stay in the game. Understanding the advertising products and having a team made up of social media and digital marketing members to better optimize ad spend will be essential for millions of brands that have a Facebook Page.
For this report, Skift spoke with social media managers at brands that are leading their sectors, including KLM, Marriott, and Travel + Leisure, as well Facebook’s Global Head of Travel.
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