Social-media intelligence company Blogmeter’s analysis of Italian regional tourist boards’ activity on Facebook and Twitter shows Italian tourism is embracing social media.
Blogmeter analysed more than 900,000 interactions on 19 Facebook profiles and 17 Twitter accounts over six months in 2012. Facebook scores well as a channel of communication with 80% of users. Visit Sicily’s Facebook page has the best performance in terms of number of fans, with more than 100,000. Visit Trentino’s Facebook page did well in terms of involvement, with 290,323 interactions generated by 61,266 fans
The most popular Twitter profile, Marche Turismo, has approximately 10,800 followers – indicating potential tourists are less interested in Twitter than Facebook . “It’s as if Twitter hasn’t yet found the right key to involve people,” said Blogmeter’s Vincent Cosenza. “Even when many people follow a profile, the level of engagement is minimal....”
Cristina Scaletti of Tuscany’s regional tourist board said the posts most likely to encourage user participation are “evocative photographs, information on services, event coverage [and] participation in thematic discussions”. She explained: “Users love to recognise the places where they were or dream of places to go in the future.”
Blogmeter announced the results of its research at a two-day event held by Buy Tourism Online (BTO) in Florence. The event is also where the results of the Hospitality Social Awards 2012 were announced. The awards reward the best social-media and marketing ideas among entrepreneurs in tourism and hospitality.
The Hospitality Social Awards aims to recognise operators that have distinguished themselves in the use of digital social media in order to promote their business and improve the experience of tourists. The award for Best Facebook Page went to Pineta Hotels in Val di Non, Trentino, Trentino-Alto Adige; Best Twitter Account to Pizzicato Eco B&B in Gargano, Puglia; Best Blog to Hotel Dory in Riccione, Emilia-Romagna; Best Use of Photos to Hotel Principe di Savoia in Milan; Best Use of Video to Hotel Cernia Isola Botanica in Capo Sant’Andrea Marciana, Elba; Best Social-Local-Mobile Strategy to Hotel Select in Riccione; Best Integrated Social-Media Strategy (Tourist Structures) to Forte Village Resort in Santa Margherita di Pula, Sardinia; and Best Integrated Social-Media Strategy (Tourist Destination) to Regione Trentino-Alto Adige and Regione Basilicata.
