What to Post on Social Media

what to post on social media

Your social media profiles are an important channel to distribute your marketing content. When appropriately used, Twitter, LinkedIn, YouTube, and even Facebook can help you build a community and drive quality traffic to your website, contributing to lead generation.

The problem most of us have when thinking of business-related social media profiles is to identify appropriate content to share. 

In this blog post, I provide tips to keep your business travel social media feed relevant and effective.

 Begin With the End in Mind

A Twitter account or a LinkedIn page serves several purposes:

  • It’s a communication channel enabling direct, non-filtered, engagement between a business and its users.
  • It’s a community-building tool where followers of your company and products congregate.
  • It’s a PR conduit for journalists and analysts to track your business and to reach out to company executives.
  • It’s a prospecting channel to reach future customers/users.
  • It’s a lab and trend-gathering solution where new concepts can be tested and upcoming ideas identified.
  • It’s an employee retention tool.
  • It’s a hiring channel.

Your objective is to feed your profiles with content that will help you achieve all of the above, catering to all your audiences in a personal and engaging way.

I like to think of social media as a cocktail party: when mingling with people and having small talk, you chat about the industry, business, and your company as well as sports and hobbies. No one likes to spend time with someone that goes on and on about her company – after a while, people will move on to a more entertaining guest.

Engaging means having a conversation, listening, asking questions, showing interest, and sharing good stories. The same is true on social media. You will create a community by following influential people in your area (look at the number of followers they have) and following your clients and prospects. On social media liking and commenting on an update is the equivalent of small talk and retweeting an interesting activity is considered a kudos. Get into the habit of sharing exciting content you read, adding a few lines about your take on the story.

I strongly feel that even company social media profiles shouldn’t be too polished or corporate. As long as you respect your company’s values and your community’s interests, I think it is okay to take a stand. It’s absolutely fine to post content that isn’t directly related to your company. People expect it and are even looking for information that makes your brand feel more human.

Take the American outdoor clothing company Patagonia; their Twitter feed never mention their products, rather they share content that speaks to their community and their environmental values. And they’re willing to defend their reputation as environmental stewards when customers question their commitment.

In the business travel industry, KLM used its Twitter account to engage with customers. A very bold move for an airline since, according to Hubspot, ninety-nine percent of all messages they receive are from disgruntled passengers who are mad about flight delays, lost luggage, and disappointing mid-flight snacks.

KLM does an amazing job at pleasing its customers. In 2014, they launched a campaign to encourage customers to reach out on social media if they had lost items during transit. It kicked off with an adorable video featuring a dog named Sherlock returning forgotten possessions to happy travelers, which racked up over 24 million views.

Recently KLM launched a campaign on its social profiles in favor of the Climate Emergency, calling on travelers to fly responsibly. “It certainly makes sense to try to get ahead of policymakers and public opinion in responding to aviation’s big contribution to pollution (the industry is responsible for about 2-3% of man-made carbon dioxide emissions),” wrote Chris Bryant in Bloomberg.

Pro Tips

Engaging with your followers on social media doesn’t have to be a chore. Use your smartphone to make use of idle time. Turn to apps such as Feedly to spot interesting stories and to Buffer to share content on all of your profiles at once.

Secret Twitter Tip: The Lists

Most of the influential people on Twitter are members of lists. These lists are a great way to find similar people. Let say you want to follow business travel journalists; search for Jay Campbell of The Company Dime, for example. Jay is a member of many lists created by people listing journalists. Click on Members, and you will discover many journalists that you might be interested in following yourself.


Twitter List


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Dots and Lines Consultant Stan Berteloot to Advise Princeton University Entrepreneurs

Princeton University Keller center elab berteloot

Stan Berteloot, Consultant at Dots & Lines, was recently selected to advise the 2019 eLab Cohort at Princeton University, an accelerator program that provides students with the tools and resources they need to develop and launch their startup ventures.

“I am humbled to have the chance to work with such a creative and dynamic group of young entrepreneurs,” said Berteloot. “Advising students whose origins are as diverse as their startup ideas is a pure intellectual joy.”

Especially notable among the projects Berteloot is advising are:

  • Invictis Technologies, a portable automatic intravenous injection device that allows quick and reliable intravenous access for anyone at any time, in any place.
  • Uproot, a financial solution giving military families the ability to create wealth through homeownership by turning every duty station into an investment for their long-term financial security.
  • Reclaim Energy, a turbine system that utilizes the energy of outflowing water from the industries that consistently waste the most water: wastewater treatment plants, paper mills, and aquariums.

“In a sense, these young entrepreneurs aren’t too different from our Dots and Lines clients,” said Berteloot. “They are passionate about their products, but their primary area of expertise may not be in the marketing and communications space. That’s where I can help, by lending my expertise to build upon their business models, recurring revenue, operating costs, and cost of acquisition projections with a go to market strategy, including market segmentation.”

Berteloot also advises the student entrepreneurs to start building their online community early and to implement a basic lead acquisition solution and a customer relationship management (CRM) tool.

“Marketing and sales are too often an afterthought when you are focused on launching your product,” said Berteloot. “It can, however, be challenging to grow your business and increase sales without a well-defined marketing and communications strategy.”

For more information about the eLab and the 2019 Cohort visit  https://kellercenter.princeton.edu/create/elab-summer-accelerator/teams/2019.

About Dots & Lines

Dots & Lines LLC is an independent marketing consultancy that provides services including marketing strategy, public relations, brand management, and event marketing, among others, to clients. The company is part of the recently announced global network, The Nina & Pinta Group, comprised of Dots & Lines, Nina & Pinta, a strategic consulting and training company specializing in travel procurement, sales effectiveness, operations, and technology solutions, and Topaz International, the global leader in corporate travel audits. For more information about Dots & Lines and its services, visit DotsandLinesConsulting.com.

This is How Inbound Marketing Can Make the Sales Process More Efficient for Travel Companies

inbound marketing

On a recent flight to San Francisco, I was seated next to a very outgoing, talkative man. The guy works in sales for a B2B software procurement company. Of course, before long we were talking shop.

Mike told me that despite all the efforts of his marketing department he was still cold calling on most days. The leads he got from marketing were poorly qualified, he complained. He preferred to trust his intuition to identify valuable prospects.

I have met many Mikes, and I fear that traditional marketing techniques are responsible for the mistrust that sometimes exists between sales and marketing teams.

Heads of sales in the travel Industry are sometimes hesitant to use digital marketing techniques to handle and nurture leads.

In order to grow, however, I believe that there is no way around it. Inbound marketing matches today’s buying cycle. We all know that before buying any goods or services, we like to do a little bit of research. We read reviews, speak to friends, and, when possible, we want to try the product. At Dots and Lines the inbound marketing process we implement for our clients helps them close more deals quicker.

Inbound marketing is about creating valuable experiences that have a positive impact on people and your business.

How? You attract prospects and customers to your website and blog through relevant and helpful content. Once they arrive, you engage with them using conversational tools like email and chat and by promising continued value. And finally, you delight them by continuing to act as an empathetic advisor and expert.

Unlike outbound marketing, with inbound marketing you don’t need to fight for your potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.

The travel industry is competitive and sales teams have ambitious quarterly quotas. Sales can’t survive relying on cold calling and nurturing prospects on their own over long sales cycles. I find this stat interesting:

Up to 70% of product information is found online, not through sales reps. (Hubspot)

This is why, with inbound marketing, salespeople can focus on closing deals with well-qualified leads ready to be sold to. They are more successful because they manage their time better.

Interested in learning more about how our team at Dots and Lines can help you implement a successful inbound marketing strategy? Check out this post on optimizing your website to understand one of the first steps to take.