Have share will travel. Social media engagement within the travel sector grew 24 percent from January through May, compared with the same period last year, according to an exclusive study for PR News by social media analytics company Shareablee.
Nearly half that growth can be attributed to a 10 percent hike in the amount of travel-industry content shared on Facebook. The growth in shares, in turn, fueled a 31 percent boost in total media impressions for the category.
The takeaway for PR pros: Consumers are more likely to share content in which they feel emotionally invested. “Go Hawaii’s strategy of encouraging fans to share with friends and family photo posts of beautiful beaches and sunsets generated great success, driving 132K shares,” said Tania Yuki, CEO of Shareablee. “Pure Michigan, whose posts featured creative and surprising activities that audiences could enjoy in the state, propelled the tourism board to the top five in total shares and engagement.”
This article originally appeared in the June 29, 2015 issue of PR News. Read more subscriber-only content by becoming a PR News subscriber today.