Home-based travel agents using social media to boost their client base and sell more travel should make sure to stay on top of postings and not let any negative comments fester. That's one tip from Lindsey Madison, the co-founder of HipLogiq, a Dallas-based company that helps businesses find new customers through social media.
“Just having a presence on Facebook or Twitter isn't enough to reach your goals,” Madison said. “You have to maintain closer relationships with customers and understand what they're looking for and what you can offer to help.”
On Facebook, agents should closely monitor client comments, whether they are negative or positive, she said in an interview with Travel Weekly's Home-Based Agent e-letter.
“Always respond to negative or positive postings. One of the biggest mistakes that small businesses can make is not to address a comment. If it is negative, make sure to address it and correct it. If it's positive, respond with an acknowledgement. It shows that you want people to be taken care of and it shows that you're on top of what you do. Most of all it shows that you care about customer service.”
Madison also recommends that agents not post so frequently that there is a customer backlash and your customers drop you as a Facebook friend.
“There is a fine line. If you are posting all day, every hour, it's probably too much information. But if you're posting occasionally with tips on such things as packing and sharing good travel deals, that's effective. Just be very careful how you do it and create a balance of sharing information and sharing deals.”
Madison said travel agents should emphasize the use of photos and videos on social media to promote their businesses. Pinterest, Instagram and YouTube are the three that are especially useful for visual promotion, she said.
“I wouldn't recommend video for every small-business person, but using video is especially useful for travel agents,” she said.