Social Media at VisitPITTSBURGH - How we do it

1. Social Media
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2. Goals
• Your social media marketing goals should
align with your organizations mission and
traditional marketing goals
• Increase brand recognition, increase traffic to
website, increase sales, promote an event

3. Goals
VisitPITTSBURGH’s mission is to generate
convention, trade show and leisure travel
business for the Pittsburgh region
• Social Media Goals: Inspire travel to the Pittsburgh
Region and generate website traffic
• Therefore, our social media is primarily focused on
generating leisure travel business, i.e. consumer
tourism

4. Channels & Communities
• Channels:
Facebook, Twitter, Instagram, Youtube, Flickr & Blog
• Community:
• Expats (low hanging fruit)
• Pittsburgh Sports Fans (low hanging fruit)
• Travel Writers/Bloggers
• …and LOCALS!
• We do not want to sell or promote to the locals, but rather use
them to amplify our messages by posting content that is shareable.
Therefore inspiring them to share to their communities.

5. Content
• Organic Content:
Content that conveys the quintessential Pittsburgh
experience.
• Photos, blog posts, articles, videos
• No directly promotional content, no ads
• Paid Content
• Special needs outside our parameters
• Targeted posting to special interest communities

6. Facebook
• Post Good Content!
• Post to the interest of your community, not your needs
• Use a photo in every post
• Scroll test, capture the attention of the community
• Relevant content to widest segment of the
community
• locals, non-locals, special interest groups such as travel
writers and meeting planners
• Content that is likely to spur conversation
• Maximum of one post per day, afternoons work
best

7. Twitter
• Twitter is the best channel for discovery.
• “Listen” for visitors posting content about their
Pittsburgh experience. This is the authentic voice people
want to hear.
• Say “Hello”
• Repost their content
• Try to use a photo in every post
• Native twitter photo sharing, not links
• 10-12 posts per day
• 1-2 posts per day directly to our website
• Try to be active 7 days a week

8. Twitter, Continued
• A single tweet has little value. It only “lives” for
about 15-20 minutes unless It gets widely retweeted.
• Single tweets for special needs are ineffective.
• Value of our Twitter feed comes from the entirety of
the feed demonstrating a quintessential travel
experience with each and every tweet.
• Following grows by providing the authentic voice, in
other words, retweeting visitors!

9. Questions?

10. THANK YOU!