What to Post on Social Media

Your social media profiles are an important channel to distribute your marketing content. When appropriately used, Twitter, LinkedIn, YouTube, and even Facebook can help you build a community and drive quality traffic to your website, contributing to lead generation.

The problem most of us have when thinking of business-related social media profiles is to identify appropriate content to share. 

In this blog post, I provide tips to keep your business travel social media feed relevant and effective.

 Begin With the End in Mind

A Twitter account or a LinkedIn page serves several purposes:

  • It’s a communication channel enabling direct, non-filtered, engagement between a business and its users.
  • It’s a community-building tool where followers of your company and products congregate.
  • It’s a PR conduit for journalists and analysts to track your business and to reach out to company executives.
  • It’s a prospecting channel to reach future customers/users.
  • It’s a lab and trend-gathering solution where new concepts can be tested and upcoming ideas identified.
  • It’s an employee retention tool.
  • It’s a hiring channel.

Your objective is to feed your profiles with content that will help you achieve all of the above, catering to all your audiences in a personal and engaging way.

I like to think of social media as a cocktail party: when mingling with people and having small talk, you chat about the industry, business, and your company as well as sports and hobbies. No one likes to spend time with someone that goes on and on about her company – after a while, people will move on to a more entertaining guest.

Engaging means having a conversation, listening, asking questions, showing interest, and sharing good stories. The same is true on social media. You will create a community by following influential people in your area (look at the number of followers they have) and following your clients and prospects. On social media liking and commenting on an update is the equivalent of small talk and retweeting an interesting activity is considered a kudos. Get into the habit of sharing exciting content you read, adding a few lines about your take on the story.

I strongly feel that even company social media profiles shouldn’t be too polished or corporate. As long as you respect your company’s values and your community’s interests, I think it is okay to take a stand. It’s absolutely fine to post content that isn’t directly related to your company. People expect it and are even looking for information that makes your brand feel more human.

Take the American outdoor clothing company Patagonia; their Twitter feed never mention their products, rather they share content that speaks to their community and their environmental values. And they’re willing to defend their reputation as environmental stewards when customers question their commitment.

In the business travel industry, KLM used its Twitter account to engage with customers. A very bold move for an airline since, according to Hubspot, ninety-nine percent of all messages they receive are from disgruntled passengers who are mad about flight delays, lost luggage, and disappointing mid-flight snacks.

KLM does an amazing job at pleasing its customers. In 2014, they launched a campaign to encourage customers to reach out on social media if they had lost items during transit. It kicked off with an adorable video featuring a dog named Sherlock returning forgotten possessions to happy travelers, which racked up over 24 million views.

Recently KLM launched a campaign on its social profiles in favor of the Climate Emergency, calling on travelers to fly responsibly. “It certainly makes sense to try to get ahead of policymakers and public opinion in responding to aviation’s big contribution to pollution (the industry is responsible for about 2-3% of man-made carbon dioxide emissions),” wrote Chris Bryant in Bloomberg.

Pro Tips

Engaging with your followers on social media doesn’t have to be a chore. Use your smartphone to make use of idle time. Turn to apps such as Feedly to spot interesting stories and to Buffer to share content on all of your profiles at once.

Secret Twitter Tip: The Lists

Most of the influential people on Twitter are members of lists. These lists are a great way to find similar people. Let say you want to follow business travel journalists; search for Jay Campbell of The Company Dime, for example. Jay is a member of many lists created by people listing journalists. Click on Members, and you will discover many journalists that you might be interested in following yourself.


Twitter List


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