Automating social media strategy, creation, and posting is a surefire way to get more time back in your time while also creating a solid community of adventure-lovers around your company. Tour operators are already pressed for time and finding time for social media usually ends up last on the list\u2014even though it\u2019s a great way to get more bookings.<\/p>\n
We\u2019ll cover apps to automate strategizing your social media. And yes, you need to come up with a plan for it. We\u2019ll quickly cover SMART goals, Google Analytics, and Google Alerts.<\/p>\n
Next, we\u2019re going to go over what apps you can use to automate social media creation, like Canva, Unsplash, and user-generated content.<\/p>\n
Finally, we\u2019ll touch on apps that\u2019ll help you automate scheduling and posting your social media content. Let\u2019s dive in!<\/p>\n You can\u2019t just start posting to social media willy-nilly. Well, you can, but it\u2019ll feel really random and you won\u2019t gain much traction with hopeful followers. It helps to come up with a plan. But when you don\u2019t have a ton of time and didn\u2019t major in marketing, what\u2019s the next best option?<\/p>\n Using programs to help you create a strategy instead. We\u2019re going to cover three different apps that\u2019ll help you plan and create SMART goals, define your target audience, and see what your competition is doing.<\/p>\n Asana<\/a> is a project management app that can help you plan and create SMART goals<\/a> for your social media strategy. In case you haven\u2019t heard the term before, SMART goals are Specific, Measurable, Achievable, Relevant, and Timely goals. It\u2019s a framework to keep you focused and help you accomplish your goals. Here\u2019s how to use Asana for this purpose:<\/p>\n Start by creating a dedicated workspace within Asana for your social media planning and goal-setting activities. You can organize this workspace with specific projects for each social media platform or campaign (i.e. A workspace for Facebook separate from Instagram).<\/p>\n <\/p>\n <\/p>\n <\/p>\n Within each project, create tasks or sections for different aspects of your social media goals. For example, you can have sections for content creation, scheduling, analytics, and engagement. You can also create tasks for social media like 5 pictures on Unsplash<\/a> or create a catchy hashtag to tell followers to use so you can find user-generated content faster.\u00a0<\/p>\n After you\u2019ve created your workspace, define specific goals for your social media strategy. For example, \u201cIncrease Instagram followers by 20% in the next three months.\u201d<\/p>\n You want to make your goals measurable so you can track their progress. Having the goal \u201cIncrease Instagram followers by 20% in the next three months\u201d means in three months you\u2019ll be able to see if you\u2019ve increased your followers by 20% or not.<\/p>\n When creating a SMART goal, make sure it\u2019s achievable and relevant to your overall tour business objectives. Ask yourself, \u201cCan I realistically achieve this goal with my current resources?\u201d and \u201cDoes this goal fall in line with our overall marketing strategy?\u201d If you realize you\u2019re spending too much time increasing your followers and aren\u2019t seeing more tour bookings, this may no longer be a relevant goal for you.<\/p>\n Last, set a timeframe for your goals. Specify when you want to achieve them. Our example says \u00a0 \u201cIncrease Instagram followers by 20% in the next three months.\u201d Within three months, you should see whether you increased your followers.\u00a0<\/p>\n After you\u2019ve created your SMART goal, break it down into smaller tasks. So, if your goal is to increase your Instagram followers by 20%, you can create tasks like \u201cresearch relevant hashtags,\u201d \u201cplan and create engaging posts to post 3 times per week,\u201d and \u201crun follower acquisition campaigns.\u201d<\/p>\n If you\u2019re a one-person team, then it\u2019s on you to accomplish these tasks. But if you have staff, assign them responsibilities and set due dates to keep them accountable and to get things done.<\/p>\n The great thing about Asana is you can give yourself due dates, which Asana can email or notify you through the app of the impending deadline. You can also use Asana\u2019s calendar view to plan posts according to your goal timeline. This feature helps you visualize your posting schedule and ensures that you\u2019re staying on track.<\/p>\n Google Analytics<\/a> is a free yet powerful tool that can provide valuable insights to help you define and understand your target audience more easily. It\u2019s a fair bit of learning to get Google Analytics to work for you automatically, but once you have it set up and you understand how it works, it\u2019s invaluable.\u00a0<\/p>\n Start by setting up Google Analytics on your website<\/a> if you haven\u2019t already. Once it\u2019s set up and tracking data, go to Reports > User Attributes > Demographic Details.\u00a0<\/p>\n If there isn\u2019t anything here you probably haven\u2019t enabled Google Signals on your GA4 account (this allows Google to collect the information and build up audiences). To allow for Google Signals to collect information, click on the settings cog in the bottom left-hand corner and navigate to Data Settings > Data Collection. Then enable it.<\/p>\n If there are charts and graphs, then you\u2019re collecting information from your site. Use this data to gain insights into the demographics and interests of your current audience. For instance, you might learn that the majority of your visitors are between 25 and 34 and are Movie Lovers.<\/p>\n In Google Analytics, under Demographic Details, you\u2019ll also find Country, Region, and City data, which shows you the general location of your website visitors.<\/p>\n By analyzing location data, you can identify regions or countries where your website has a significant audience. This can be valuable for tailoring your content or marketing efforts to specific geographic areas.<\/p>\n Also, knowing where your audience is located can help you refine your target audience if you realize your content or tours resonate particularly well in certain regions (i.e. more locals come to your website than international travelers).<\/p>\n If you have \u201cExamine user behavior\u201d enabled in your Reports, you can see what pages and screens they viewed, and what they did when they got there (Did they sign up for your newsletter? Did they leave your site?).<\/p>\n These reports also show what tours are doing the best and what ones aren\u2019t. If you have a lot of bounces on a certain tour landing page, this could be a sign that there\u2019s something wrong on that particular page.<\/p>\n By identifying the pages that lead to conversions and understanding the paths customers take to reach them, you can refine your content and messaging to better resonate with your target customer\u2019s needs and interests.<\/p>\n Google Alerts<\/a> is a free tool you can use to monitor your competition\u2019s online activities like offering new tours or specials (and staying on top of relevant news and mentions for your company). Here\u2019s how to use Google Alerts effectively for competitive analysis:<\/p>\n Go to the Google Alerts website: https:\/\/www.google.com\/alerts<\/a> and sign in.<\/p>\n In the search bar, enter the names of your competitors or specific keywords related to their businesses, tours, or industry (use quotation marks for exact phrase matching).<\/p>\n You can customize the settings, like frequency of email notifications, sources (news, blogs, web, etc.), language, region, and the number of results you want to receive, for your alerts.<\/p>\n Click \u201cCreate Alert\u201d to set up the alert, and Google will begin monitoring the web for new content related to your specified keywords.<\/p>\n As Google Alerts discovers new content related to your competitors or keywords, it\u2019ll send emails with links to articles, blog posts, news stories, and mentions.<\/p>\n Regularly review these alerts to stay up-to-date on what your competitors are doing, such as product launches, marketing campaigns, industry trends, or news articles that feature them. Also, this information can not only help you see what your competitors are doing, it\u2019ll help you identify opportunities and threats in the tour industry.<\/p>\n Use the insights gathered from Google Alerts for your own strategies. For example, if you see a competitor receiving positive media coverage for a particular tour, consider how you can offer something better.<\/p>\n Track the frequency and volume of your mentions compared to your competitors. Are they getting more attention in the media or online conversations? This may show you areas where you need to step up your efforts.<\/p>\n Finally, be proactive in responding to any negative mentions or criticisms about your competition. Use this as an opportunity to address these issues professionally to show your tour company\u2019s commitment to customer satisfaction and ethics.<\/p>\n Using Asana to plan your social media strategy, Google Analytics to inform you of your current audience, and Google Alerts to see what your competition is doing is the first step to automating your social media as a tour operator.<\/p>\n So, you\u2019ve got your social media strategy automated. You\u2019ve created your plan in Asana. You reviewed the data in Google Analytics and know who\u2019s coming to your site. You\u2019ve set up Google Alerts to keep tabs on mentions of your company and your competitors. Now you have to actually create your social media posts.<\/p>\n This doesn\u2019t have to be as intimidating and time-intensive as you might think. There are ways to automate social media creation so you\u2019re not spending all of your time creating posts for your followers. You can do three things: Use Canva templates to create social media posts, use Unsplash to find jaw-dropping pictures, and ask your customers to tag you on social media so you can repost their pictures and videos.<\/p>\n Let\u2019s go over how to do this:<\/p>\n Canva<\/a> is a super user-friendly design tool that can greatly simplify the process of creating engaging and visually appealing social media posts. Here\u2019s how to start using it:<\/p>\n Select the type of social media post you want to create. Canva offers a giant range of templates designed specifically for various platforms, including Facebook, Instagram, Twitter, and more.<\/p>\n Browse through Canva\u2019s extensive template library, which includes options for quotes, promotions, announcements, and more. Choose a template that aligns with your content and branding goals. You can also start with a blank canvas if you\u2019re confident in your graphic design skills.<\/p>\n Once you\u2019ve chosen a template, you can customize it to match your company\u2019s colors and vibe. Canva\u2019s drag-and-drop interface makes it easy to add or edit text, images, and elements.<\/p>\n Upload your own images or choose from Canva\u2019s vast collection of stock photos, illustrations, icons, and graphics. You can also adjust the color scheme, fonts, and background to match your company\u2019s identity.<\/p>\n Once your social media post is ready, click on the \u201cDownload\u201d button to save your design in the desired format (e.g., JPEG, PNG) and quality. Canva also offers an option to directly share your post on social media platforms, which can help automate your social media posting further.<\/p>\n When you\u2019re a tour operator with limited time, using Canva\u2019s intuitive interface makes it easier for you to produce high-quality social media content.<\/p>\n Unsplash<\/a> is another fantastic resource for finding high-quality, royalty-free images when you don\u2019t have your own photos to use. Here\u2019s how to effectively use Unsplash when you don\u2019t have your own photos or photos from your guests:<\/p>\n Enter keywords related to the image you\u2019re looking for in the search bar. Be specific to get the most relevant results (i.e. women rock climbing).<\/p>\n Unsplash has a giant library of photos with a wide range of subjects and styles, so you\u2019re likely to find something that fits your company\u2019s vibe.<\/p>\n Click the \u201cDownload\u201d button to download the picture (it comes in three sizes too if you want something bigger or smaller).\u00a0<\/p>\n While not required, it\u2019s best practice to give credit to the photographers whose work you use. You can include a photo credit in your social media post, mentioning the photographer\u2019s name and linking back to their Unsplash profile.<\/p>\n Enlisting user-generated content<\/a> (UGC) is a smart strategy to make posting new content easier while also increasing engagement and building trust with your audience. Here\u2019s how to effectively harness UGC to automate social media content creation:<\/p>\n Start by actively encouraging your clients (and followers) to create and share content related to your company and the tours you provide. Ask on your social media posts or run contests. Tell your clients about it in your newsletters and ask them to tag you at the end of tours.<\/p>\n It\u2019s a good idea to create a branded hashtag specific to your company too. This way, it makes it easier for you to find posts by your followers and clients on Instagram and Twitter.<\/p>\n When you find photos or videos you can use, ask permission from the content creators to share their posts on your own social media channels, website, or marketing materials. You\u2019ll avoid any disputes this way. A real quick note will suffice: \u201cHi! We love this shot! Would you mind if we shared and featured you on our page? Full photo credit of course. \ud83d\ude0a\u201d<\/p>\n When sharing UGC, give the creator credit by tagging them or including their username (i.e. \u201cPhoto by [Creator\u2019s Name or Handle]\u201d.\u00a0<\/p>\n You can repurpose UGC into different formats, like image carousels, video compilations, or customer testimonial posts. Share these across your social media channels to show your clients\u2019 authentic experiences and interactions with your tour guiding company.<\/p>\n You can also use your guests\u2019 photos and videos as inspiration for your own content ideas. See what resonates the most with your audience and create similar content yourself to complement the user-generated material.<\/p>\n By consistently incorporating UGC into your social media content strategy, you\u2019ll not only save time and effort on content creation but also build a sense of community around your company because you\u2019re sharing your guests\u2019 posts. It\u2019s a win-win.<\/p>\n You\u2019ve made your automated social media plans using Asana, Google Analytics, and Google Alerts. You\u2019ve gathered content from Unsplash and from past guests and made a post using Canva. Next and finally, is posting to social media channels.<\/p>\n Meta Business Suite<\/a>, previously known as Facebook Business Suite, helps you manage and schedule content on Instagram and Facebook for free. So, if those are the only two platforms you use, take advantage of this free tool instead of paying for social media scheduling. Here\u2019s a guide on how to use it:<\/p>\n You can log in<\/a> using your Facebook business account at business.facebook.com<\/a>. If you haven\u2019t already, link your Instagram account to your Facebook business page.<\/p>\n Once you\u2019re logged in, you\u2019ll see the Business Suite dashboard, which gives you access to tools like content scheduling for Facebook and Instagram.<\/p>\n To schedule a post, click on \u201cCreate Post\u201d or \u201cCreate Story\u201d from the dashboard. You can choose to create content for Facebook, Instagram, or both.<\/p>\n Make your post by adding text, images, videos, etc. You can also customize the post\u2019s format, such as a regular feed post, story, reel, or carousel (note: Instagram requires certain sizes to post)<\/p>\n After creating your post, click on the drop-down arrow next to the \u201cPublish\u201d button. Here, you\u2019ll find the \u201cSchedule\u201d option. Select this to choose the date and time when you want your post to go live. You can schedule a month out right now.<\/p>\n You\u2019ll be able to see and manage all your scheduled content in the \u201cScheduled Posts\u201d tab within Meta Business Suite.<\/p>\n Additionally, Meta Business Suite offers features for analyzing post performance, responding to messages and comments, and tracking insights across Facebook and Instagram. You can use these tools to monitor your social media efforts and change up your strategy over time.<\/p>\n Meta Business Suite will help you automate social media scheduling and managing content on Instagram and Facebook. This will save you time and help you plan your content strategy more efficiently. You\u2019ll also be able to engage with your audience easier on these social media platforms.<\/p>\n Mailchimp<\/a> is primarily known as an email marketing platform<\/a>, but it also offers social media posting capabilities so you can share your email campaign content on Facebook, Instagram, and Twitter. Here\u2019s how to use Mailchimp to post to these social media platforms:<\/p>\n Start by logging in to your Mailchimp account and connect<\/a> your Facebook, Instagram, and Twitter accounts to your Mailchimp account. You can do this by going to the \u201cAudience\u201d tab, selecting \u201cManage Contacts,\u201d and then choosing \u201cSettings\u201d and \u201cConnected Sites.\u201d<\/p>\n Once your social media accounts are connected, you can link your email campaign to them.<\/p>\n In your email campaign editor, click on the \u201cSocial\u201d tab. Here, you\u2019ll find options to share your email campaign on Facebook, Instagram, and Twitter.<\/p>\n Customize the text that will accompany your social media posts to give context and encourage engagement. You can also choose the date and time for your posts to go live. Besides posting your email newsletters, you can create social media posts like you would in Meta\u2019s Business Suite. Here are instructions on how to do that<\/a>.<\/p>\n After you\u2019ve configured your social media sharing settings, click \u201cSchedule\u201d or \u201cSend Now\u201d to publish your email campaign and simultaneously share it on your connected social media accounts.<\/p>\n Mailchimp will automatically post your email campaign content on the selected social media platforms according to your specified schedule or immediately if you choose \u201cSend Now.\u201d<\/p>\n Using Mailchimp to post to Facebook, Instagram, and Twitter lets you repurpose your email campaign content and reach a broader audience across multiple channels. It\u2019s an automated way to maintain consistency in your messaging and engage with your followers on social media platforms while leveraging the content you\u2019ve already created for your email subscribers.<\/p>\n![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/ian-robinson-YsJkVNMH_Q4-unsplash-min-1024x682.jpg\")
<\/figure>\n![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/2536d5-1024x754.png\")
<\/figure>\nUse Asana to plan and create SMART goals<\/h3>\n
1. Setting Up Your Asana Workspace<\/h4>\n
2. Defining SMART Goals<\/h4>\n
3. Planning and Execution<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/image-1024x567-1.png\")
<\/figure>\nUse Google Analytics to define your target audience<\/h3>\n
1. Accessing Demographic and Interest Data<\/h4>\n
2. Examining Location Data<\/h4>\n
3. Behavior and Conversion Analysis<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/google-alerts-show-options-1024x581.jpg\")
<\/figure>\nUse Google Alerts To See What Your Competition Is Doing<\/h3>\n
1. Set Up Alerts<\/h4>\n
2. Analyze Results<\/h4>\n
3. Take Action<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/jordan-mcqueen-QlCu0Io-g2k-unsplash-min-1024x683.jpg\")
<\/figure>\n![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/video-editor_hero_2x-min-1024x576.webp\")
<\/figure>\nUse Canva To Create Social Media Posts<\/h3>\n
1. Choose Your Social Media Post Type<\/h4>\n
2. Customize Your Design<\/h4>\n
3. Export and Share<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/rock-climbing-1024x559.png\")
<\/figure>\nUse Unsplash To Find Pictures When You Don\u2019t Have Your Own<\/h3>\n
1. Search and Discover Images<\/h4>\n
2. Preview and Download<\/h4>\n
3. Credit and Appreciate Photographers\u00a0<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/jordan-mcqueen-kt_s46DVgJA-unsplash-1-min-1024x683.jpg\")
<\/figure>\nEnlist User-Generated Content To Make Posting New Content Easier<\/h3>\n
1. Encourage Your Clients to Participate<\/h4>\n
2. Curate and Share UGC<\/h4>\n
3. Repurpose and Create Engaging Content<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/jakob-owens-JYiADe-xsDw-unsplash-1024x700.jpg\")
<\/figure>\nApps To Automate Social Media Posting<\/h2>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/how-to-meta-business-suite-step-2-1024x511.jpg\")
<\/figure>\nUse Meta Business Suite To Schedule Instagram And Facebook<\/h3>\n
1. Log in to Meta Business Suite<\/h4>\n
2. Scheduling Content<\/h4>\n
3. Managing Scheduled Content<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/mailchimp-1024x576.webp\")
<\/figure>\nUse Mailchimp To Post To Facebook, Instagram, And Twitter<\/h3>\n
1. Connect Your Social Media Accounts<\/h4>\n
2. Share Your Email Campaign<\/h4>\n
3. Review and Post<\/h4>\n
![\"\"](\"https:\/\/exploreorigin.com\/blog\/wp-content\/uploads\/2023\/09\/Eventrbite-1024x832.gif\")
<\/figure>\nUse Zapier To Post To Several Platforms Automatically\u00a0<\/h3>\n