13 October 2024
South Africa’s tourism industry associations showing social media fatigue
An analysis of the country’s tourism industry associations’ social media engagement with their members over the last 28 days does not make for good reading, according to consulting agency TaranisCo Advisory.
The agency analysed the Facebook (Meta) profiles of some of the country’s major tourism industry associations and reported that the Southern African Association for the Conference Industry (SAACI) leads the log for being the most "liked" association.
It has around 21,000 "likes or fans", and the fifth top position is held by the SA Events Council with around 2,400.
More than half of the associations included in the analysis only have between 2,000 and 1000 "likes or fans" per se.
The only industry association that showed an increase in "likes or fans" for the period is the Tourism Business Council of South Africa (TBCSA), which saw an increase of less than half a percent in its total followers of 19 000.
None of the other major industry associations in the country saw an increase in the amount of followers for the period stated.
The TBCSA is also the most active for posting information and achieved an average of 1.5 posts per day, while at the other end of the scale, the SA Events Council did not post anything for that period.
In terms of the level of followers interacting with posts from these associations, the Event Greening Council obtained the highest engagement levels, with almost a half-percent rate, as an average on all its posts.
According to Gerrit Davids, Lead at the agency, “None of the nine industry associations measured in the analysis scored a point out of 100 for the performance of their respective pages, which means to say, that none of them had any significant increase on metrics like growth or engagement, respectively.”
David says, “South Africa's tourism industry associations are struggling to maintain an effective social media presence, as evidenced by low engagement rates, inconsistent posting, and limited follower growth.”
“Industry associations can significantly enhance their brand visibility, attract new members, and support the sector's growth by implementing effective social media strategies,” said Davids.
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About the Analysis:
We used a credible online measurement platform to generate the report. Those mentioned in it are free to engage us to receive a snapshot of the overall report. We believe that the data was accurately sourced and could be verified against other and similar platforms.
Note: A "like or a fan" is not necessarily a follower of a specific page and the amount of "likes or fans" is usually different from that of actual followers. Our report primarily focuses on engagement and not so much on the amount of followers of a specific page.
For more information, Contact:-
Gerrit Davids
Lead Advisor
TaranisCo Advisory CC
Website: http://www.taranis.co.za
Mobile. +27 (0) 82 496 1657
E-mail: gerrit@taranisco.co.za