How Orlando Rebuilt Traveler Trust with Social Media

Adeta Gayah, Director of Social Media and Content at Visit Orlando, joins this episode of the Social Pros Podcast to discuss how her team managed to keep people engaged and rebuild traveler trust during a pandemic.

Rebuilding trust by tapping into traveler excitement

Adeta Gayah, Director of Social Media and Content at Visit Orlando, is on the Social Pros Podcast to give a window into how a travel organization promotes itself on social media when no one can travel.
The pandemic has been a tough time for many businesses and individuals, but the travel industry has been one of the hardest hit. That didn’t deter the team at Visit Orlando, though. Instead, they got creative and set to work building traveler trust and excitement, ready for people to start traveling again.
Adeta takes us behind the scenes at Visit Orlando to explain the strategies around user-generated content, social listening, and TikTok.
She explains how Visit Orlando works with more than 1,100 businesses within the Orlando area and how her team helps create engaging content for a variety of business types.

In This Episode:

• 5:36 – Adeta takes us through the mechanics of marketing for a destination organization
• 7:44 – How Visit Orlando helps different businesses tell their unique stories
• 8:14 – Adeta explains how the Visit Orlando team balances content for each business
• 9:46 – How Visit Orlando collaborates with members
• 11:30 – Adeta shares her thoughts on paid social
• 13:52 – How Visit Orlando likes to focus on local residents as well as tourists
• 15:37 – Why Adeta doesn’t take Orlando’s fame as a tourist hotspot for granted
• 18:40 – Adeta gives us a glimpse into the customer care team
• 20:29 – How Visit Orlando utilizes user-generated content
• 25:57 – The one social network that Adeta would never delete
• 27:25 – How TikTok became a major part of Visit Orlando’s strategy
• 30:08 – Visit Orlando’s strategy for weekday vs. weekend content
• 32:35 – Adeta explains what metrics matter most to Visit Orlando
• 35:18 – Why being a local resident is key to promoting Orlando
• 38:28 – Adeta’s top tip for those who want to become a social pro

Quotes From This Episode:

People are using social media every day of the week. So there's a chance for us to influence every day. Click To Tweet
“We do our best to support and promote all the different venues and businesses that we have here at the destination.” – @AdetaGayah
“Our content is less about the smiling faces of people. And it’s more about how you envision yourself here.” – @AdetaGayah

Resources:

• Get the new State of Marketing report for free from Salesforce
• Download the Social Media Metrics template from Supermetrics