Last week we published a blog highlighting Metro Orlando Economic Development Commission’s #WhyOrlando social media campaign.
After speaking with the Metro Orlando EDC, here are seven key takeaways I would love other economic development organizations to consider in their social media marketing efforts.
- Be aggressive about fighting misperceptions. Metro Orlando wasn’t afraid to address Jet Blue directly about why Orlando was more than theme parks. If there’s a misperception out there about your community, let your side of the story be heard. Don’t let misperceptions guide all perceptions of your place.
- Don’t be afraid to experiment. The Metro Orlando EDC was one of the first economic development organizations to be on Twitter. They’ve had close to six years to adapt and refine their approach to the social medium. For EDCs just getting on the network, take a look at what the organization is tweeting and how it is engaging with its following. You might find some inspiration for your own experiments.
- If the program is working – expand it! The best marketing campaigns are the ones that aren’t just “one and done.” The Metro Orlando EDC knew that was the case with #WhyOrlando and they are continually finding ways to improve it.
- Find partners. This has been a key part of the Metro Orlando EDC’s overall concept. If you have people who are passionate about your brand, find them and empower them to help promote your region as a place to live and work.
- Recognize partners. In addition, it’s important to recognize those partners who are helping you promote the brand the best. The Metro Orlando EDC does this by accepting articles from partners, linking to the #WhyOrlando hashtag in all e-newsletters so that followers can see what everyone is tweeting and providing a prize to the top tweeter during events.
- Host events #IRL (in real life that is!). Once you have your partners, one of the best ways to keep them engaged is to meet with them face-to-face. Relationships still matter online and offline.
- Monitor and report on your success. The Metro Orlando EDC uses SproutSocial and Topsy to monitor and pull reports on all social media efforts.