January 30, 2013

Focus on existing customers, and make them fans on Facebook, says Facebook’s new head of travel

Instead of running a sweepstakes, Facebook recommends that travel companies use a new product, Custom Audiences, which was launched last Fall. Custom Audiences enables travel companies to use their customers’ email addresses, phone numbers, and/or Facebook user IDs to find them on Facebook.

Many travel companies want to do something on Facebook, but they don’t necessarily have a clue what to do.

Travel companies may want to throw their resources into quickly building up their Facebook fan base and engagement by running a sweepstakes, but that’s a bad strategy.

That’s the view of Facebook’s new head of travel, Lee McCabe, who says such sweepstakes generally deliver low-quality leads, people who are merely interested in winning a prize.

Get the full story at Skift.com

Read also "Facebook: 9 fresh examples of how travel marketers can unlock success" at Tnooz