Social media has become a tremendous tool for companies looking to generate traffic to websites, but what are you risking in your social media presence with a misstep?  Does your reputation become tarnished in some unknown way?  Are you failing to reap the full rewards of social media?

Social marketing is changing so quickly that everyone is bound to make a mistake or two along the way.  Here are four common mistakes related to the travel industry and ways to avoid making them.

Mistake #1: A Strict Business Focus

Focusing social media posts on company sales, promotions and news updates is fine, but it is also important to add a personal touch and a bit of fun and whimsy.  A general guideline to keep in mind is that a business page is successful when relevant information from others is shared 80% of the time. Focus on a balance between selling and marketing your travel products by sharing links, photos, video and content from suppliers, clients and destinations.

Let your personality and that of your business shine through!  Give your clients the opportunity to indulge in their travel dreams and they will reward you with their loyalty and hard earned money.

Mistake #2: Missed Opportunities

After spending an hour writing a blog post and another hour constructing your weekly newsletter, you realize that you never got around to writing any Facebook posts or Tweets.  Many travel professionals make the mistake of showcasing unique content on only one social platform.

When you are writing that blog article, take time to break it down into posts, tweets and pins, and make sure to link these back to your original blog post.  Repurposing your material allows your fans and potential new clients the opportunity to see your work on a variety of platforms.  If they miss your Facebook post because they were in a meeting, they can catch your tweet later in the day and have access to your newest blog post.

Mistake #3: Thinking Likes Equal Sales

Everyone is looking for fans, followers and contacts, but the focus still needs to be on keeping these people engaged so they remain loyal, revenue-generating clients.  Be vigilant about responding, listening and being pro-active to create new business.  People are always looking to do business with those who they really like – not just companies they “like” on Facebook.

Mistake #4: Not Having a Plan

Because social media plays such an over-abundant role in most people’s lives, you may be under the impression that you really do not need a plan for handling all of your accounts.  However, when it comes to professional marketing and communication expertise, you’ll want to leverage your success with a well-thought out long-term strategy.

A media calendar is essential and allows you to plan out your social posting themes so that they coordinate with your sales cycle.  You will also be able to integrate your social media posts, Tweets and pins with your traditional marketing.

When you sidestep these common mistakes, you’ll find that your social media presence will evolve and flourish.

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