The Purpose of Social Media

Where social media fits in your marketing mix
Two men drinking wine outside

In the wake of Facebook temporarily banning news sites here in Australia, it is a good time to have a look at what the purpose of social media really is.

With more than half the world’s population on social media, these platforms provide brands the opportunity to reach and increase brand awareness amongst many. But social media, especially Facebook, should never replace your website. At any one time they can remove features, change settings, or remove pages all together as we’ve seen this week.

Social media platforms are marketing channels that drive traffic to your website. Your website is where visitors engage with your content and brand in the right context. It’s where they get the full brand experience, and you can tailor it as you see fit.  

At EcoStory, we work with smaller sustainable tourism and travel companies and we generally say that a good social media strategy should see at least 10 - 15% of web traffic coming from social channels.

Whilst driving traffic and getting that booking is the ultimately purpose, it’s important to balance content. Try to keep to the 80/20 rule. Entertain and inform your audience first, sell to them second.

Also ensure your social content is honest, authentic and on brand. This rings especially true to in the sustainable and eco-tourism sector. There’s a lot of ‘greenwashing’ and noise by brands that are claiming to be sustainable, but their practices show otherwise. Consumers are becoming more aware and are doing their research. 

Post authentic and balanced content, your target audience will engage. Make your social platforms work for your brand, but don’t let them own your content or brand experience.

This post was contributed by:

Vera Pajovic of EcoStory

Vera Pajovic is the Founder of EcoStory, a boutique agency that provides marketing solutions for sustainable tourism and travel businesses.

Vera has been part of the travel and tourism industry for over 20 years. She has held key marketing roles for prominent organisations such as such as Holland Marketing, Trafalgar Tours & Uniworld River Cruises, GTI Tourism/Papua New Guinea Tourism and Cruise Lines International Association (CLIA), before starting EcoStory some 2 years ago.

She is passionate about sustainability and loves the outdoors and adventure travel.


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