Travel Management Firms Struggle to Find a Voice on Social Media
Photo Caption: Travel management companies are still figuring out the right way to represent themselves on social media. Egencia's Twitter account, pictured, treads the line between B2B and B2C content. SKIFT
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What happens when your social media operations have to transcend the traditional silos of B2B and B2C? Travel management companies are figuring it out in a very public forum.
When it comes to serving customers on social media, travel companies are usually responsive to complaints and providing advice when world events affect travelers.
Travel management companies, however, aren't known to have embraced social media as a forum for interacting with customers in a manner similar to consumer travel brands, for a variety of reasons.
A look at the Twitter and Facebook accounts of the top travel management companies shows that the global scope of their operation makes it hard to create a cohesive identity on social media. Balancing global branding with local insights is a steep challenge.
Overall, it looks like travel management companies have a long way to go on social media when compared to leisure brands. Many posts are blatantly self-promotional instead of being geared towards providing value to followers.
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