• PRODUCTS
    • Radarr
    • Command Center
    • Sentiment API
  • PLANS
  • RESOURCES
    • Reports & Whitepapers
    • Webinars
    • Radarr Blog
  • COMPANY
    • About Us
    • Careers
    • Media Coverage
  • SUPPORT
    • System Status
    • Contact Us
  • ACADEMY
    • Radarr Academy
  • TOOLS & API
    • Sentiment API
  • BOOK A DEMO
  • LOGIN/SIGNUP

Facebook Content Strategy and Page Review: Expedia

  February 17, 2014
  peter.allmer
  Facebook
expedia feature

In this installment of our Facebook Page Reviews we will be turning our attention to the travel industry, which has recently been recognized for its exceptional performance on its social media platforms. Will they hold up to the hype? What are they currently doing on social media?

Visuals

One of the most important aspects of a brand’s Facebook page are the visuals. These are the first thing that visitors to the page will see, and visuals tend to take up the majority of space on the page itself.

https://www.facebook.com/photo.php?fbid=10151868675077680

Expedia puts its visual opportunities to use by featuring the Expedia logo as the page’s default–a practice that should be standard for any brand, as it reinforces the brand name and image.

https://www.facebook.com/photo.php?fbid=10151856609672680

The most memorable visual feature of a Facebook page is the cover photo. For their cover photo, Expedia features a scenic, picturesque photograph of Venice, Italy, with the phrase “Find Your #Storybook” across the top. This is a subtle but very effective marketing strategy, as it invites fans of the Facebook page to follow Expedia on other social media platforms, such as Instagram and Twitter, where they can share their own vacation photos with the advertised hash-tag.

Photos

On the topic of visuals, the photos that a brand has posted to its page are also important. These can be used to promote fan engagement, or even showcase pictures from fans.

https://www.facebook.com/photo.php?fbid=10151854858912680

As a travel company, Expedia can get the best of both worlds from their photos. Pictures that they post themselves can act as advertisements for travel to specific locations, while fan photos through the #storybook campaign promote a strong social media community for the brand.

Promos and Deals

Offering promotions and deals on your Facebook page is a great way to get fans involved with your social media endeavors, as it gives them strong incentive to frequent your page, instead of simply “Liking” it, and then forgetting that it exists.

https://www.facebook.com/photo.php?fbid=10151838880017680

One of my favorite things about the Expedia Facebook page is that they are always promoting a wide array of deals. All of their deals are also accompanied by a visually stimulating travel photo, which is a very nice touch.

Customer Service

Unfortunately, this is where Expedia loses some serious points. Unlike other brand pages I have seen thus far, Expedia has had relatively poor levels of engagement and customer service. Scrolling through their posts, I saw a multitude of complaints from customers which went unanswered–and the ones that were answered were few and far between.

Molding a strong bond between the brand and fans through social media is one of the most important aspects of social media marketing. If you aren’t going to listen to and converse with your fans on a regular basis, why bother have the page in the first place?

To improve your brand engagement, check out our article here!

What Could be Improved

There is always room for improvement on a brand’s Facebook page, or any social media platform for that matter. Here are some ways in which Expedia could raise the social media bar.

Travel Videos – adding the occasional travel video, or even a slideshow of an album of travel photos would be a nice change of pace.

Reviews – The page could up its informative side by posting reviews of hotels, cruise-lines, etc., to further help fans of the brand. Of course, crowdsourced positive reviews – it’s not like Expedia would like to expose their prospective customers to the horrible hotels they’d like you to stay at!

Better Engagement – Expedia needs to assess their current lack of customer service and fan engagement on their Facebook page–this is their number one problem. Respond to customers who are experiencing issues or who are dissatisfied with a service, it can go a long way.

Rating

Expedia’s Facebook page has a lot going for it. Great content, excellent visuals, and enticing deals and promotions. However, it is really hurting itself with its sub-par fan engagement and customer service.

Got some interesting ideas for how Expedia can do better on their Facebook page?Tweet them to us at @BetaTwentyOne and we’ll add them here! We’re always listening.

Book your Radarr demo today!

Recent Posts

View All Posts

CASE STUDY
Data is nothing but numbers if you are not able to weave a story and create meaningful insights.
Scroll down to view and download our free reports and whitepapers and learn how we utilize Radarr to give you insights into industry trends, social media happenings and much more.
Download Case Studies
how to find the right influencers
Find the Right Influencers: 10 Steps to Find the Right Influencer for Your Campaign
| Influencer Marketing

Struggling to increase your campaign reach? Find the right influencer. With social commerce gaining immense popularity over the past

social media engagement KPIs
Which of These KPIs Demonstrate Social Media Engagement?
| Social Media Marketing

Tracking the right KPIs helps you evaluate your content better and takes you closer to your social media goals.

influencer marketing campaigns
How to Run Influencer Marketing Campaigns: Best Practices and Examples
| Influencer Marketing

Learn more about the best influencer marketing campaigns and how to run one yourself. Influencer marketing is a method

tiktok growth strategy and tiktok algorithm
TikTok Growth Strategy – TikTok Algorithm And Strategies
| Social Media Marketing

Tiktok is one of the fastest-growing apps in history. It’s currently valued at $50 billion and has over 1

tiktok marketing statistics
23 TikTok Marketing Statistics You Need to Know in 2022
| Social Media Marketing

List of all the important TikTok marketing statistics you need to know. Whether you love it or hate it,

online reputation management
Online Reputation Management: What It Is, Why It Is Important and Best Practices to Follow
| ORM / Online Reputation Management

Whether you’re a small business or a Fortune 500 company, it’s important to have a good online reputation. Your

linkedin marketing statistics
37 LinkedIn Marketing Statistics You Need to Know in 2022
| Social Media Marketing

Planning to use LinkedIn for marketing and advertising? Here are the LinkedIn marketing statistics to know of. To market

guide to using youtube hashtags
Ultimate Guide to Using YouTube Hashtags to Grow Your Channel
| Social Media Marketing

Learn how to use YouTube hashtags to grow on the video streaming platform.  Did you know YouTube attracts 14.3

attribution model for social media marketing
What Is an Attribution Model for Social Media Marketing and Why Does It Matter?
| Social Media Analytics, Social Media Marketing

Struggling to understand if social media really works? Introducing attribution model. When using social media platforms for marketing, businesses

what is marketing analytics
Marketing Analytics: What It Is and Why It Matters for Fast-scaling Brands
| Market Analysis

Just like diamonds are said to be a girl’s best friend, we call marketing analytics a marketer’s best friend. 

Radarr Newsletter

Become part of our list for updates and get first dibs on free industry reports. Sign up today!

Radarr

Radarr Command Center

Radarr Sentiment API

Copyright Radarr 2021

Privacy Policy

Terms of Use