5 Core Ideas That Harness Social Media Power Part 3: Make Fans the Heroes

Posted by Roman Bodnarchuk on Thu, Dec 18, 2014 @ 11:12 AM

Make Fans the Heroes


Anyone who has ever questioned the use of social media in the digital age need only look to Tourism Australia in order to understand its power.

This blog entry is part 3 of a mini-series that explores Tourism Australia’s 5 core social media ideas and identifies what lessons can be learned from this amazing inbound marketing campaign.

  1. Introduction: Tourism Australia Case Study
  2. Create Platforms that Fans Can Build On
  3. Make Fans the Heroes
  4. Surf Waves
  5. Make the Stories Social
  6. Test and Learn

Make Fans the Heroes

While most destination marketing campaigns would have made the obvious choice and told a story where their destination was the hero, Tourism Australia made their fans the heroes.

By encouraging fans to generate content, Tourism Australia’s social media team did what any great marketing campaign must do – they told a story.

Taking this approach allowed the social media team to focus on curating content, rather than producing it. As well, this strategy created more compelling story lines that focused on people instead of a destination.

Personal promotion and national pride motivated public contribution

Fans who are active on their pages have a variety of incentives to share their stories. It’s a chance to promote their professional photography work, to share their national pride, build on their own fan base, or even just to have their photos seen by a wider audience.

Whatever their reasons, there’s no doubt that they’re sharing. Fans create 95% of the content on Tourism Australia’s social media pages.

Outstanding results

Because they focus on the fans, the stories are more engaging and potential visitors are exposed to sights and experience within Australia on a more personal level.

Through Condo Mastery, you can learn how to get in touch with YOUR fans too!

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