We often use words and expressions whose deep truth is revealed only through direct contact with the reality. No, I am not about to enter a mantra-type of PR consulting. I am talking about the simple reality of a communication consultant trying to promote her own business or ideas.
As I am testing the waters with a new communication project focused on tourist and travel information, I did follow the usual steps: a lot of reading and online connection, careful planning of the posts and networking to get the best information from the best people, blog posts and social media tools - Twitter and Facebook page and the exploration of other opportunities, such as Pinterest (which, by the way, is a little bit addictive).
One month after, the results are modest - less than 100 'likes' and 'followers', after quite a lot of work, that even brought me close to the burnout. The reason? Don't believe in 'social media wonders'. Especially now, when specifically in the domain of travel, it's hard to make a simple selection of blogs and sources of information, the content provided is what matters the most. Your readers and followers need to be offered quality information, regularly and preferably as diversified as possible. The more you offer them deals and good discounts, the better.
The best strategy is to set up modest goals, unless you have a strong pressure from the investors to jump up in the sky in only a couple of days or weeks. Start to build your credibility and your brand, engage with your audience regularly, answer their questions and avoid as much as you can the monologue. Three, two years ago maybe it was easy to have a Twitter account and post autistically what you wanted to read and say. Nowadays, such an attitude will not bring you anywhere closer to the objective of increasing the awareness about your activities.
You need to improve your style permanently - especially as a travel writer -, post the best pictures, publish the most exciting interviews and never stop. The big good news is that the world is to rich that you can hardly complain about the end of the travel stories. The stable success is only the result of hard work and efforts. Always surprise your audience with quality and novelty. Make each reader that he or she is unique for you and is invited to share something beautiful yet useful. Read it as the opening message of the new kind of business model.
