Where the bloody hell are you in the social media rankings?

Actually, No 1. Tourism Australia is an absolute juggernaut among tourism bodies. According to figures compiled by social media data specialists BrandData it has the Number 1 Facebook site of any tourism body, with 1.4 million Australian fans, the Number 1 Instagram feed, with a truly monstrous 2.2 million followers, and is in second place on both Twitter and YouTube.

A lot has already been written about Tourism Australia’s success in social media. Suffice it to say that you can’t go wrong with talking animals.

“It’s not my most flattering angle, but I’m always open to new posing suggestions!”

All right, that’s a little unkind. Tourism Australia were one of the pioneers of user generated content, and they probably still use it better than anybody, writing consistently witty captions to people’s pictures.

The second-placed tourism body in BrandData’s social engagement rankings is Visit Queensland, garnering thousands of likes a day for content about Noosa, The Great Barrier Reef, and just recently, Australia’s first surfing koala. Hold on, was that post dated April 1?

Occupying third spot is 100% Pure New Zealand. Their top channel is YouTube, where they have a very well-organised set of playlists covering topics such as New Zealand on a budget, what to see on the South Island, and ‘Middle Earth’ tourism.

In fourth place, the United Kingdom. Why on Earth would anyone want to go there? It’s freezing! They are quite good at social media though. For example, Visit Britain has the No.1 Twitter channel among tourism bodies in Australia. The UK like many other destinations is riding the UGC wave, with a current campaign that asks people to submit their “#OMGB” moments.

In last place is the China National Tourist Office. You can say what you want about China, but its tourism body has been resolute in its refusal to be swayed by all this social media tomfoolery. It has a website but it doesn’t have a Facebook page, a YouTube channel, a Twitter account, Instagram, or any other social media channels. So, err, maybe you can’t say what you want about China.

Australia’s travel marketers are currently preparing for Mumbrella’s Travel Marketing Summit, which takes place on Wednesday April 6th at the Amora Hotel Jamison in Sydney (quick plug — our own Georgie Summerhayes, the CEO of BrandData spoke.)

And they have the good fortune of working in a category which naturally has a wealth of great content — tourism offers the kind of breathtaking visuals that marketers of banks, insurance services and mobile phone networks can only dream of. But BrandData’s analysis seems to show that the brands doing well are those who, rather than simply slapping another picture of a beautiful beach in their feed, go the extra mile to make that content engaging.


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