How social is your State Destination Marketing Organization (DMO)?

How social is your State Destination Marketing Organization (DMO)?

This is the first study I have been able to find that provides some idea as to how active state marketing organizations are in social media. Dave Serino put a lot of time and effort in ranking all 50 US States DMOs. Dave used 12 primary points to evaluate each state’s efforts on social media and they are:

  1. Certified Site Traffic Measurement from
  2. Presence of Social Media icons and links on the website home page
  3. State keyword search in Google
  4. Facebook Presence
  5. Twitter Presence
  6. MySpace Presence
  7. Flickr Presence
  8. Panoramio Presence
  9. YouTube Presence
  10. Content sharing via a social media tool like Add This or Share This
  11. Blog Presence
  12. User Generated Content/ Review Site

I’m pleased to see that Nevada ranked top 5 among all 50 states with California ranked 39th with I’m actually surprised to see that the state of California is ranking so low in the category of social media engagement for tourism with all the money they recently spent on trying to attract tourism to the state. In California’s current economic situation, I would think that social media is a good solution to engage with people online and continue their brand while saving money. To see the entire report and see all 50 rankings click here.

Kudos to Nevada for being so active in social media. You can learn what’s important for a business in the tourism and travel categories from this report and apply the lessons learned to your businesses. Please, let me know what you think of this survey and if you have run across similar studies.

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About Milena Regos

Marketer, Consultant and Creator of the Simple Marketing Blueprint online marketing course for busy professionals.

Comments 6

  1. Brian

      |   reply

    I suspect we are in the middle of the first or second inning of a long game when thinking of social media and travel.

    I’m not sure I agree with the methodology of this report. It’s not clear to me how the index correlates to DMO key performance indicators.

    Are visitors to social media managed by the top-rated states more likely to get answers to their questions? As a comparison, look at the post “Ultimate Travel Blogs” – it ranks blogs by RSS membership, unique monthly visitors, number of pages posted, how “Google Friendly” the site is, etc.

    When you visit a hotel that is connected, you can feel the difference. People know what’s going on and you’re not left searching for information. I suspect social media should be measured by a similar experiential baseline.

  2. Dave Serino

      |   reply

    It is going to be a long run, and by no means, do we consider the study a definitive measurement.

    We intend to continually tweak the formula as social media grows and evolves. We also hoped to generate comments and opinions (which we did) that will help us get closer to understanding the optimal measurements of social media. As you indicated, we are very early into this game we are looking forward to seeing how the successful DMO path will be carved out via social media.

    Re: blogs, we recognize and understand the importance. We love them and respect them for SEO value, providing insider info and travel itinerary suggestions. But they are just one piece of the puzzle. They have greater weight than some of the other outlets, but they are not the end all for social media.

    Dave Serino

    • Milena Regos

        |   reply

      Great discussion on this topic! I agree with Dave that blogs as measured by the website Brian provided and that they are just a piece of the puzzle. By the way, great website, Brian! Thank you for sending it.
      I would bet that companies that are engaged and in tuned with their customers’ needs are better equipped to serve them int he long run. Big brands are starting to show how engagement is paying off in hard dollars. In terms of measurement, there will be a way to measure conversation engagement. We are just now getting there. Thank you both for your insightful comments.

  3. Pingback: How to measure social media - Out&About Marketing

  4. Adrien Mood

      |   reply

    That is the correct blog for anyone who desires to seek out out about this topic. You notice a lot its nearly hard to argue with you (not that I actually would need…HaHa). You definitely put a brand new spin on a topic thats been written about for years. Great stuff, just great!

  5. Mass Emailer

      |   reply

    Facebook which is the no. 1 social networking site at the present time with having more than 750 million active users in which 50% active users log on to Facebook in any given day & Average user has 130 friends

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