Posted by Jeff Adelson-Yan (@jeffadelsonyan)
I know what you’re thinking–you’d have to be a fool to decrease your social media marketing budget this year. There is just so much opportunity for growth! However, many industries or companies might not be seeing their return on investment and therefore decreasing their budgets for the year.
The travel industry is a different story.
Social is being called “the new normal” in a study published by eMarketer, as the whole of travel marketers have committed to generating content and conversation with their fans and followers. Instead of just offering coupons, social media marketers in the travel industry have been rolling out new product announcements, testing creative campaigns and giving exclusive access to videos, tips and more through their social media channels. In short, they’re keeping it fresh. With 65% of them set to increase their social media budget in 2012 (and 34% of them keeping it the same), it seems that they are betting big on their social media presence.
Travel + Leisure is betting that this wave is here to stay, as they have announced their first Social Media Awards (‘The Smittys). The awards will go to those companies “who are innovating and trying to improve the travel experience for everyone” on social media, according to Executive Editor Rich Beattie. He continued, ”Everyone understands how important social media is and companies are looking for a reason to focus on it more.” Well, we hope that if that wasn’t your focus, perhaps now it will be.