Sane Social Solutions for Crazy Times | TravelResearchOnline


Sane Social Solutions for Crazy Times


Chaos. Uncertainty. Fear. It’s everywhere! TV, newspapers, social feeds!

Our industry is suffering. Yet, you have the power to change the tone for your social fans. Help them cut thru the chaos and find a bit of sanity and serenity.


We all know our industry has survived many downturns. We’re resilient! We’re tough! As we start thinking about how to inspire our fans, we’ll prove that resilience once again.


Here’s 3 things you can do to brighten at least a minute of your social fans’ day and bring some sanity to yours:

#1 — Communicate!

Staying in touch with your fans is a valuable part of leading the way to a light at the end of this crazy tunnel. Now, I don’t mean posting every single COVID-19 update you see.

Picture this, you open your favorite social site and see beautiful photos of places on your bucket list. Wouldn’t that brighten your day? You have the power to bring this feeling to your own social fans… and they’ll LOVE you for giving them the space to dream.

Here’s how to help your clients take a mental vacation from the stress by posting:

  • Stunning photos that calm the mind
  • Videos that focus on nature or humor
  • Here’s some Free Graphics & Videos that you’re welcome to use.
  • #TBT to simpler times
  • Wording that invokes emotions; “dream a little”, “picture yourself here”, “imagine”
  • Wording that showcases your continuing efforts; “we’re here to help”, “we’ve got your back”
  • Consider posting 3 “mental vacation” posts and 1 COVID-19 update. It’s the same tactic we think of when considering how many sales-ey posts to make. Now, simply replace the sales-ey post with a COVID-19 update post. What if you took it a step further and making it 1-in-6 or 1-in-8 posts relate to this crisis.
  • Focus on aspirational information rather than actionable

Start inspiring your fans now so that when that pent-up demand has a place in the world again the stage will be set for you to shine.

Since some people may be confined to their homes, how about reaching out and NOT touching them.

Use video conferencing instead to connect with clients, colleagues and connections. Don’t miss a beat with networking, just use video conferencing instead. Check out Zoom, GoToMeeting, or Skype.

Even sending a simple email letting them know you’re thinking of them and that you’re here to help is a way to build relationships, show you care and stay top of mind.

#2 – Check Behind the Scenes

Unfortunately, you’ve been busy cancelling all your hard work from the past months. Once that’s finished, what can you do to prepare for the future?

Now is a great time to work on all those projects that have been sitting on the back burner. If you’re like many of us, there’s a whole group of things that you’ve tossed into that ‘One Day When I Have Time’ file! Well, the time is now!

Here’s what’s valuable now to help you find success when things turn around:

  • Update your custom ad audiences.
    • Ensure you have all your latest client lists segmented and uploaded.
    • Pull your pixel audiences and add them to relevant existing audiences
    • Create audiences using the “Facebook Page” option that puts together an audience of all people who have taken action on your page.
  • Update your social profiles. Maybe it’s been awhile since you revised your “About” and “Bio” Does the text match your website? Is it really, really what you want to project about you and your company?
  • Do you have some past blog posts that feel a bit dated now, yet the content is evergreen? Go ahead and freshen them up.
    • Remember to add a “Related Articles” section at the end so that your readers will stay on your site longer and build a stronger relationship with you.
  • Study your social analytics to better understand your audience and what resonates with them.

#3 – Plan for Post-Crisis

Once the world starts changing back, there will be so much pent-up travel demand that we’ll be inundated with new bookings. You’ll be going crazy (again) but in a good way! Get ready now with these tactics:

  • Create new pixel audiences that reflect those people most likely to travel right away; those people who have frequently visited your web and social sites.
  • You’ve got some time now, right? How about writing a collection of new blog posts for future launch dates? You can work on creating a library of new posts that reflect your niche market and top selling destinations. This way you can launch them at your leisure when the time is right.
  • Flip on your webcam and shoot a collection of videos for the future.
    • Consider shooting a short video of each of your top travel tips.
    • How about a quick series of videos about why your top selling destinations are so special?
    • Interview a BDM or industry expert to provide inspiration. Here’s how to do this from your desktop.

Here’s the not so secret, secret… we’re a resilient industry that will get better. This really is only temporary!

The key to our success it to plan for the future and give our clients and social fans a light at the end of the tunnel. By staying in touch with your people and giving them the opportunity to dream NOW, and digging into your own business behind the scenes, we’ll all come out stronger! We’ll be better able to deal with the upcoming demand.


PictureCatherine Heeg, International speaker & trainer, focuses on social media marketing strategies for the tourism and hospitality industry. Connect with her at and socially.

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