Is it because WMDL (Visit Whitsundays) is supporting the expansion and dredging at Abbot Point?
Is it just poor marketing?
Is it neglect?
Now, you would think that WMDL aka 'Visit Whitsundays' would be way out on top when it comes to promoting the Whitsundays on Social Media.
Is it just poor marketing?
Is it neglect?
Here at Whitsundays Online, we operate our Twitter, Facebook, Website, two Daily Newspapers and this Blog on a budget of around $500 per annum, The annual marketing budget for WMDL is in the hundreds of thousands of dollars (possibly millions), not including wages.
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| Chelsea Hauschka @C_Hauschka WMDL Digital Marketing Manager |
Whitsundays Tourism operators are paying large sums to be members of our RTO every year - and they expect good marketing of their services and this region in return.
Statistics are often used by WMDL to 'prove' that their marketing is successful. But statistics can also reveal another side of a story that the spin doctors can't turn into a 'good news story'.
Here are just some statistics (sourced from Facebook - last 35 days) comparing our Facebook page (Whitsundays Online) and WMDL's Tourism Facebook page 'Visit Whitsundays'.
The first graph shows the 'Engagement Rate' for both 'Whitsundays Online' and 'Visit Whitsundays' Facebook pages. In simple terms, engagement rate on Facebook can be calculated as the
number of “People Talking about this” divided by the total number of
likes. According to Facebook, with regards to post level metrics, engagement is “the number of people who clicked anywhere in your post”. The graph below shows the calculation 'Engagement / Likes' for both pages.
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| Engagement: Whitsundays Online & Visit Whitsundays |
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| New Likes %: Whitsundays Online & Visit Whitsundays |
We'll let the numbers speak for themselves.
Further Reading:
Why Engagement Rate is More Important than Likes on Facebook
Why Engagement Rate is More Important than Likes on Facebook
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