The Vendor is required to provide to conduct a comprehensive assessment of the organization’s social media marketing ecosystem.
- The social media marketing assessment is to evaluate the effectiveness, usability and performance of the organization’s owned social channels and overall social media marketing efforts.
- This includes assessing how well these channels attract and engage target audiences, support destination marketing and sales objectives, connect local businesses with visitors and professional meeting planners and drive conversions.
- The assessment will identify opportunities for improvement across technical functionality, content quality, messaging effectiveness and strategic direction.
- Social channel insights & optimization
• Channel-by-channel evaluation (Facebook, Instagram, LinkedIn, YouTube, TikTok, Pinterest)
• Profile and branding optimization (bios, links, cover images)
• Audience demographics, segmentation and growth trends
• Engagement metrics (reach, impressions, shares, comments, etc.)
• Channel utilization effectiveness
• Use of platform-specific features (stories, reels, etc.)
• Boost strategies and target audiences
• Community management practices (response rate, sentiment, tone)
• Social listening and consumer sentiment tracking
- Content & messaging strategy
• Alignment with broader explore county messaging and content
• Targeting effectiveness for key audiences (leisure, business, mice, locals)
• Posting frequency, timing and content calendar discipline
• Performance analysis by content type (video, photo, carousel, etc.)
• Driving measurable outcomes (e.g. website visits, video views, engagement) in alignment with organizational goals
• Thematic content relevance (e.g., sports, arts and culture, dining, events)
• Influencer/creator integration or lack thereof
- Strategic integration & benchmarking
• Integration with other owned channels (website, ecomms)
• Review of cross-platform consistency
• Benchmarking against competitive or aspirational DMOS
• Opportunities for strategic innovation (e.g., AI tools, emerging platforms)
• Recommendations for new platforms or content formats
• Recommendations for process improvements (collaboration tools, internal capacity, etc.)