Social Media is not about whoever has the most fans/followers, wins. It’s not even about being the centre of attention with clever viral campaigns.
The true power of social media lies in connecting with your audience on the deepest level: making their lives richer with meaning, happiness and purpose, solving their problems and literally making them fall in love with your brand – in a true relationship of the living breathing kind.
The secret to building social capital isn’t about capturing attention, but giving the audience yours to build trust, loyalty and advocates.
Susan Sullivan started her tourism communications career in the same year as the chicken dance took over World Expo in Brisbane in 1988. She has headed PR activities for tourism products including Hamilton Island, Aspen Skiing Company (Australia and NZ), Mantra Group and Dreamworld among others as well as sitting on the board of Tourism Whitsundays.
Susan has held lecturing and tutoring roles at Griffith and Bond Universities and is currently an adjunct Senior Teaching Fellow at Bond University. She is the creator of the Social Media Tactics subject within the school of Communications & Media and is a PhD candidate researching social media.
Her social media addiction is surpassed only by her love-affair with boutique hotels and obsession for gob-smacking travel experiences.