The role of Social media in a new marketing plan
Curent: use of social media the best in Facebook (Promotion, Communication and Management category messages), also different audio-visual elements are being used (video (from Youtube channel), photos), interactive game for children and all channels also include link to official tourism web page and other social media accounts. Social media accounts all include official Andorra logo.
Proposed: use of Twitter account may enhance the message effect on #2 and #3 target audiences (as they would use Twitter more commonly by their tablets or mobile devices during the holidays ) and this is the channel where up to date information about what is happening know in the specific destination should be found. Also this channel should be connected to all other accounts – using initial message that ensure traffic links to Facebook, where posts for example with videos from Youtube or photos from Instagram could be found, with direct messages for specific target audiences.
Summary and conclusions
The first identified channel that needs to be updated is Twitter as it should be used for its main aim as an intermediary between all the social media/web channels.
Andorra is very small country and Tourism takes the most part in their GDP, so it is crucial to invest resources in tourism promotion for the target audiences to make Andorra more attractive and preferable destination compared to the direct competitors, who could attract its visitors with wider service range and alternative activity possibilities. Natural resources and duty free zone as resources may not be the strongest asset in attracting the visitors from the bigger and more recognizable destinations. The best way to ensure the visitor interest would be very strong target messages to the direct target audiences and using different channels to ensure engagement with the followers and using wisely the data provided (reviews, comments about services and products) to ensure the most suitable services and products based on the target audience needs and interests and also ensure that message reach them directly by using the right message form and channel.
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