A Case Study - 2010 : Can the SA Tourism Industry Meet Online Expectations?

Simple Steps to Build your Online Community

The way that users interact with companies and each other online has changed dramatically - the need for a sense of community has been elevated by the sheer number of social media tools now available to us.

Start Blogging

Many companies are hesitant to undertake a blogging strategy and start blogging on a regular basis. Plenty are scared of opening themselves up to criticism and are forgetting that blogging can have a hugely positive impact in terms of online presence; blogging is truly an avenue that should not be ignored. A blog can give a hotel, for example, the opportunity to discuss travel in their specific area, tips, attractions, events - it can offer users a heap of information that is perhaps not on the website. Blogs also allow users to provide feedback - something that is essential to continually upping your game.

Participate on Forums

On any forum relevant to travel, the greater a company's presence on that forum, the further up they climb in the mind of the consumer. Being able to effectively answer forumites' questions will ensure a positive outcome in terms of brand awareness as well as brand presence in the minds of possible consumers.

Have a Guestbook

The opinions of other "real people" will influence visitors to your site more than any other marketing speak. Testimonials are king, and having a guestbook is an absolute non-negotiable when it comes to travel-related sites.

A Well Developed FAQ Section

If a user can't find something this is where they will end up - if you can't answer their question or don't provide them with an opportunity to have that question answered - you can kiss them goodbye. Always make it easy for users to provide feedback to you and always respond.

Make use of Content Sharing Networks

Content sharing sites like Flickr and YouTube are excellent ways to get your content out there and viewed by potential customers. A Flickr stream of all the photographs relevant to your business allows users to really get a good feel for what you are offering. A YouTube channel allows you and your users to upload videos that focus on your brand, whether it be a TV advert or a user generated video about their holiday at a specific hotel/game lodge etc. What better way to communicate the things that words just simply can't?

A Social Media Newsroom is a Must Have

The age of social media is exploding and companies need to adapt traditional online newsrooms to meet its requirements. Social media enabled newsrooms provide companies with a template that allows them to communicate better to broader audiences and permits these audiences to access and subscribe to official content. Some features of these newsrooms include: summaries and links to the company's coverage in the media, press releases, upcoming events, contact information, a multimedia gallery, RSS feeds and a search function. A newsroom like this will tantalise journalists, reviewers and possible clients!

These are but a few ways to begin playing in the social media arena. It may seem overwhelming at the start, but like anything new, the more you explore it the easier it will become.

2010 - Make it Happen!

With just over three years to go before the first whistle is blown, the online travel and tourism industry in South Africa really doesn't have much time to catch up to international standards - but it is by no means an impossible task. The industry as a whole is making collective strides towards bettering their online presence, and well thought out eMarketing strategies will go far in elevating this sector to the level it is capable of achieving.

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