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Reputation marketing (or Online Reputation Management) includes a whole range of tasks that are aimed at managing the reputation and image of a tourism brand in the online environment: from monitoring brand mentions in the media space to developing a strategy for creating, maintaining and, if necessary, restoring the brand's reputation.
What do Russian tourists write about your region on the Internet? And do they write about it at all?
How often does the name of your destination pop up on the web?
Which audience writes more often about your region?
What is written about it and on what platforms?
Media monitoring allows answering this and many other questions that are so important for analyzing the reputation of a tourism brand on the Internet.
As we mentioned above, monitoring mentions on the Internet is key to working with a reputation in tourism marketing. You can do this manually, then you will need to select an individual, or even a team of people, to monitor all sources and mention your brand in them. But there is also a more rational solution – to use the systems of media monitoring.
The most popular and high-demand monitoring systems in Russia are Brand Analytics and YouScan. These systems monitor social networks, blogs, forums, review sites, messengers, online media in real time and provide automatic reports that help not only to assess the brand's position in the market dynamically but also respond quickly to its mention on almost any online resource (for instance, YouScan monitors half a million online sources).
For example, we analyzed the mention of an Italian brand for a month among Russian travelers and saw that the greatest discussion was in the middle of May, and then went down.
The peak of mentions was for the female audience on Facebook. Analytics systems allow seeing not only the peaks of discussions but also their tone and even all messages with mentions of the tourism brand.
In addition, the services will help you to create a portrait of the most active audience and even generate the top authors. The authors' analysis can be used, for example, when generating a pool of bloggers for further cooperation in the destination promotion.
It is worth noting that the monitoring of mentions in the media and their tone should be conducted constantly in order to see their dynamics and adjust the marketing strategy as necessary, identify segments of the most loyal and "dissatisfied" audience, and communicate with users.
Media monitoring in today's conditions, when the majority of travelers have also gone online, will allow destinations to assess the position of their brand in the Russian market, hear Russian tourists and change their communication strategy to encourage the desire to go to the country or region after the borders are opened. RMAA Travel experts will help you to conduct media monitoring in the Russian-language segment of the Internet and create the right marketing strategy to win the hearts of Russian tourists.
Ready to partner with the specialists in Russian travel marketing and advertising?
About the Author
Head of Digital, editor-in-chief of the RMAA Agency Blog