Suppliers and agents are being encouraged to embrace social media to grow their brands, but have been urged to first put strategies in place.

Speaking at a TTG round-table discussion on social media, sponsored by Siren PR, one expert said travel companies must work using campaigns, with a specific goal in mind.

Matt Rhodes, from digital agency Fresh Networks, said one example would be to analyse how many references your brand generates through Google.

After experimenting with a Facebook group, Twitter account or even YouTube channel, for a period of three months, perform another analysis of how highly your brand scores on Google.

As pay-per-click costs increase, Rhodes said using social media websites and forums can also increase a brand's search engine presence online, and in the long term save your company money. (See photos below)



Niall O’Malley, from PR agency Immediate Future, also recommended setting up a social media policy, to ensure colleagues do not get the firm into trouble by using social media websites negatively, and to set out how interacting on forums can “amplify the positives” of your brand.

Meanwhile agents on the panel, including Appointment Group’s Daniel Price, said one of his divisions, Classical by Appointment, relied solely on Twitter to inform clients of transport details, such as airport and car hire notifications.

And Michelle Russel, training manager at Royal Caribbean, said her Facebook group was key to updating agents on advertising, training, podcasts and vodcasts.

Don’t miss the full report in TTG on September 27