Social media has made a lasting impact on the tourism industry. Consumers use social networking sites to research trips, read reviews from other travelers and make informed decisions about their travels. And they prolifically share their personal experiences with specific references to what they liked and did not like about their recent visit.

Your online reputation has a direct influence on inclination to visit and retention of repeat visitors.

Here are five actions that your CVB can take that will positively impact your social media success.

Authentic content – To create authentic and lasting brand awareness for your area, avoid using too many promotional messages   Instead, focus on creating meaningful content and a strong brand personality through your social channels. Determine relevant hashtags and industry influencers you can engage with, and tap into those resources to extend your area’s overall awareness.

Marketing – There are always new ways to ensure people are aware of and excited about your area through social media. Whether you’re introducing an ad campaign, pushing seasonal messaging or promoting an event, be sure that social media has a strong hand in spreading the word. Facebook targeting far surpasses Google with its consumer-contributed personal information.

Customer service – Social media is an easy and very public way for customers to air their grievances with your area and the experience they had. If you aren’t responding, it can hurt your reputation and customer relationship. Be sure to respond to customers who have left negative feedback so that others will see the importance that you place on delivering an exceptional visitor experience.

Brand loyalty – People who are mentioning your area on social media are some of the highest quality prospects you can drive. They’ve already proven they know your area and have an interest in telling more people about you. Engage with them, foster that relationship and potentially create a brand advocate.

Stay engaged -Whether someone is commenting on a post you have made, writing on your wall or mentioning you on Facebook or Twitter, it’s important to always stay engaged and not leave the conversation hanging.

Audit your Digital Marketing strategies and practices.  A digital marketing audit can help you gain a better understanding of what elements of your content is driving the most engagement, site visits and conversions. You can use that knowledge to write content and social media posts for the channels that work best and are similar to the ones that have worked in the past.