Report finds travel brands missing out on benefit of social networks

Travel brands could be missing out on large revenues by failing to engage and capitalise with consumer support groups on social networks, according to a new report.

The 2008 Social Media Sectors report from search conversion agency, Tamar, said the travel industry should follow the example of major retail brands, which take a more proactive approach to engaging consumers through social media.

The report analysed the levels of unofficial social network groups in relation to the top 10 travel, retail and financial services brands.

It assessed unofficial group levels for and against top brands on three of the most popular social networks – Facebook, Myspace and Bebo.

The report revealed that the travel brands have a great deal of consumer support on social networks through unofficial groups, but few brands have registered an official presence to capitalise any support that is evolving from social media.

The few organisations (30%) from the travel sector that registered an official presence on social networks were the subject of on average 59% more unofficial supporter groups than the brands that did not have an official presence.

“With many travelling consumers purchasing tickets on the internet, the travel sector has an established online presence,” said Henry Elliss, head of social media at Tamar.

“Travel brands are currently experiencing positive feedback on social networks as a result of the many unofficial consumer led groups supporting brands in this sector.

“But where organisations continue to be slow to enter the volatile social networking arena they could be missing out on taking advantage of this support.”

“More vociferous consumers are using social media as a platform to highlight positive experience, not just the negative.

“Failure by brands to engage with groups set up by consumers could see opportunities to engage with customers and boost revenue slip by, where a proactive strategy is not in place.

“However social networks need to be much clearer in their differentiation between official and unofficial activity so that it is clear to consumers and brands what exactly it is that they are engaging in.”

By:Bev Fearis