Tips for DMOs: Social Distribution for M&C Content

March 4, 2019
By Digital Edge

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Content and social distribution have their own little handshake — patty cakin’ their way through the marketing funnel, each dependent upon the other to be effective.

Having a multi-faceted team of digital specialists to distribute your content socially is powerful, but if you’re here to just get some tips to integrate into your DMO’s distribution strategy, we’ve got you there too, friends.

Here are a few things to consider when tackling social distribution for your meetings & conventions content.

Don’t ‘eeny, meeny, miny, moe’ your social channels.

Choose the right channels with the consideration that each one will have its own angle for results. In other words, strategize. Consider the type of content you are distributing, your audience, budget constraints—or lack thereof. Consider, also, any potential overlap with your leisure audience and your goals for that segment. Here are some of our top tidbits when it comes to getting social with your Meetings & Conventions audience:[/vc_column_text][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text][/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]Facebook Paid Social

Feed-only posts. These are essentially ads that are created in Facebook Ads Manager. They are placed only in the Facebook feed and targeted to specific audiences, preventing overlap with your organic leisure audience.
Experiment with different ad types based on your content, your brand and your goals: carousel posts, video, static images, animation.

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This highly visual, photo-driven platform offers a variety of ad types, from stories to in-feed ads and is a huge asset for the travel industry. Use it.
Instagram also offers set-up through Facebook to avoid overlap with the leisure Instagram feed, much like feed-only Facebook ads.

LinkedIn offers specific, in-depth layer targeting to job titles, functions, industries and more, giving you very unique customization capabilities.
The platform now offers ad type variety in the form of carousel posts and video options.

Fantastic for providing a live look into events and trade shows.
Consider, based on your DMO’s bandwidth, creating a separate meetings-focused twitter to avoid overlap with leisure audience, if this suits your DMO’s goals.

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Consider your goals: Website Traffic or Brand Awareness? Engagement or Lead Generation?

When advertising on Facebook or Linkedin, consider strategizing your optimizations for individual posts. Optimizations can be based on the content of the post, or the overall goals for your DMO.

Determine what content you can recycle and reuse.

Just because your content has been up for a while doesn’t mean it has reached its max engagement, relevancy or effectiveness.

- - Let your website content breathe throughout your other platforms. In the case of social media platforms, if content resonates and is especially engaging, redistribution or recycling allows it to live longer and become seen by new followers or those who might have missed it.
  - Content shelf life can be very short on social platforms such as Twitter or even LinkedIn, so reposting on a regular basis is key. Never miss an opportunity to redistribute, reuse and recycle awesome content on social!
  - Dive into your Analytics and ask your sales team to determine the topics that meeting planners want to know about most. Topics like:
    - New property updates
    - Things to do for groups
    - Accessibility
    - Unique Venues
    - CVB services