A benchmark and content analysis of what the leading destination marketing organizations are doing on Facebook, Twitter, Google+, YouTube, and Instagram. DMO’s included Go Hawaii, Pure Michigan, I Love New York, Visit Florida, Visit California, Visit Colorado, Texas Tourism, Alaska Travel News, and Explore Georgia

1. Report Period: November 1 - November 30,
2015
Report: Social Media
Benchmark & Content
Trends for the DMO
Industry
A benchmark and content analysis of
what the leading destination marketing
organizations are doing on Facebook,
Twitter, Google+, YouTube, and
Instagram. DMO’s included Go Hawaii,
Pure Michigan, I Love New York, Visit
Florida, Visit California, Visit Colorado,
Texas Tourism, Alaska Travel News, and
Explore Georgia

2. Summary
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the
top destination marketing organizations in the US. We’ll analyze 9 category leaders: Go Hawaii, I
Love New York, Pure Michigan, Visit Florida, Visit Colorado, Visit California, Texas Tourism, Alaska
Travel News, and Explore Georgia.
Highlights
❖ The largest network account among all these brands is Go Hawaii’s Facebook account with 1.7
million fans, followed by I Love New York at 1.3 million fans.
❖ Instagram is the fastest growing network, averaging a 10% increase over the month.
❖ Instagram is also the leading network in terms of engagement, even though they only have an
average of 12% of Facebook’s fan count.
Report Period: November 2015

3. How fans are distributed across the social networks
Go Hawaii is the industry
leader for total fan count.
Facebook is the dominant
network, followed by
Google+. Google+ has a
highly variable range in
fan counts, some being
enormous while others
are small.

4. How fan growth is distributed across the social networks
Instagram is the fastest
growing network by far
during this period. On
average, fan counts
increased by over 10%.
By comparison, Facebook
grew less than 1% on
average.

5. How fans are engaging across the social networks
Instagram continues to
drive engagement levels
for this industry.
Excluding Facebook, no
other network even
comes close to
Instagram.

6. Top Facebook Benchmarks
This industry seems to be
consistently promoting
their posts on Facebook,
as indicated by the
considerably higher total
Engagement vs 24h
Engagement industry
averages (more on that
analysis here).
There is also an inverse
relationship between Fans
vs Fan Growth Rate. The
larger the network, the
slower growth rates tend
to increase.

7. Top terms on Facebook
The top terms chart gives
a snapshot of the most
used or engaging posting
topics. Hashtags and
URL’s here reveal
campaign themes among
the brands.

8. Top Posts on Facebook
The 24-hour engagement
number indicates that all
five posts were likely
promoted. (Find out more
about the 24-hour
engagement feature here.)
Texas Tourism had the
top post, featuring a fan
photo. Three of the top
five posts are photos.

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© 2015 Zuum