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A DMO’s Guide to Measuring the ROI of Social Media

It’s one thing to know that social media is important to your organization, but it’s another to be able to explain why.

Good social media marketing means getting up close and personal not just with your audience, but also with the metrics that matter to your organization.

Why it’s important to measure social media ROI

You can more accurately: 

  • Demonstrate the value of social media to your organization’s goals and business objectives
  • Determine what’s working and what’s not (in other words, what to continue doing and what to change)
  • Recognize any gaps in your strategy, key messages, and content
  • Pinpoint where your social media budget is being used effectively and where spending can be pulled back

Plus, everyone likes to know their hard work is paying off!

Start by taking a baseline measurement of where you are today

Before you can begin to track and improve your social media ROI, it’s important to look at where your numbers are today.

Assess your social channels and record a baseline measurement for metrics like follower count, post reach, and how much engagement a typical post receives.

Next, develop a measurement framework that aligns with your key objectives

When you’re ready to take it a step further, define specific metrics based on the following objectives. (We also made a tracking worksheet you can follow along with here!)

1 | If your objective is to boost audience engagement

You may be tweeting a storm out there — but are people paying attention?

Track these metrics monthly:

  • Click-through rates
  • Shares
  • Likes
  • Comments
  • Retweets
  • Favorites
  • Hashtag uses

And remember: while certain metrics matter more to different organizations, it’s crucial to set specific goals and a timeframe for achieving them.

For instance, you might set a goal to increase the number of comments you get on Instagram by 20% each month. So if you received 30 comments last month, that means you need 36 comments to hit your target for this month.

Spotlight: The Colorado Tourism Office is a DMO that has achieved this objective and uses it to bolster their marketing. Dave Fluegge helped launched the #ColoradoLive campaign with high hopes and it certainly paid off – they often receive over 12,000 pieces of user-generated content per month!


2 | If you’re using social media to increase brand awareness

Do people know about your brand? Is your social audience growing?

Track these metrics monthly:

  • Followers (audience growth rate)
  • Clicks by region (via Google Analytics)
  • Mentions
  • *Qualitative metric: brand sentiment

These numbers plenty about your brand awareness on social media. They can also provide insights that tell you about how and why your social presence is growing as well as where your biggest fans are located.

Another good way to track brand awareness is through engagement sentiment – that is, using social media to determine how your audience feels about your brand. Besides how they interact with your accounts, what are they actually saying about you?

Are they giving your brand some love? Are they lamenting some mistake you missed? 

Bonus tip: Social media takeovers are a fun way to reach a wider audience and strengthen brand awareness. Check out our guide on how to do it!

3 | If your objective is to generate sales from social media

Of your 40 visitor guide requests this month, how many came as a result of social media?

You’re not in the business of merely making connections – an organization can’t thrive on ‘likes’ alone. That’s why your online activity must be linked to tangible, measurable goals, including generating sales through your social media pages.

A lot of organizations measure how many URL clicks their posts receive and how much web traffic comes in from social media. Depending on your specific business goals, here are some metrics to consider.

Examples of metrics to track:

  • Click-through rates
  • Ticket sales
  • Hotel bookings
  • Requests for visitor’s guides
  • Newsletter sign-ups

Did you know? The ROM generated 60,000 visitors to Friday Night Live at the ROM through social alone!

4 | If social media is a key channel for providing better customer service

Are your customers getting the help they need from your social channels?

Track these metrics monthly:

  • Average response time on social
  • No. of email inquiries
  • No. of phone inquiries

Look at whether a reduction in email and phone inquiries corresponds to this improved social customer support. By tracking these metrics monthly you can more tangibly see improvements. 

What’s more, this is another place you can look for indicators of brand sentiment.

Reaching out to tourists, addressing concerns, and encouraging questions is such a simple, effective way to improve your customer experience. For example, take a look at Ottawa Tourism:

Tips for organizations starting to track social media ROI

Add goals to Google Analytics to automatically measure conversions coming in from social. For instance, a DMO might track visitor guide downloads or newsletter sign-ups. You can then show how many people came from social and completed those goals. 

Put UTM parameters on your links to see exactly where your traffic is coming from. If you’re posting a blog to Twitter and want to know how many people are click that exact link to your blog, UTMs can show you.

Prepare a monthly report for key stakeholders that shows the hard numbers (metrics), and also highlights examples of user tweets or Instagram photos.

This allows you to demonstrate the measured success of your campaign as well as the overall sentiment of your followers. This is especially important for smaller organizations and attractions that need to justify spending time and resources managing multiple social channels.

Monetizing social engagement (for more advanced organizations)

If you’re looking for a more advanced system to gage ROI, here are some options: For instance, the agency

  • Destination Think brought together six destinations to develop a framework for measuring how much financial value results from social media. Find it here.
  • Tourism Ireland has monetized the value of its social engagement using a metric called Social Equivalent Advertising Value (SEAV), found here. By classifying types of social activity and comparing them to non-social advertising equivalents, Tourism Ireland uses SEAV to calculate the financial cost and value of social engagement – so they can easily visualize their social media cash flow and ROI. 

Get tracking! Here’s a ready-made worksheet

We’ve covered a lot in this blog post, about different metrics for different objectives.

It can totally feel overwhelming if you’re just starting out, so we made a worksheet here (completely free!).

Just plug in your numbers each month, and you’ll be on your way.

Free social media worksheet

How Smaller Organizations Can Get More Followers on Instagram

What’s the secret to attracting more Instagram followers?

Whether you’re just starting out or looking to refresh your Instagram strategy, it can be tough to get more users to click ‘follow’ – especially for smaller brands and organizations that are still growing their customer base.

But there are ways to make it easier!

Contrary to popular belief, you don’t need a huge budget or well-known brand name to develop a large, loyal Instagram following.

Here are some simple, actionable tips for organizations that want to get noticed, grow their audience, and boost engagement on Instagram.

1 | Identify an official hashtag for your brand

It’s important for your brand to have its own official hashtag to have an organized way to encourage people to share photos and talk about you.

Tip: When Destination BC was just starting out on Instagram, they decided to adopt a hashtag that was already gaining some traction: #exploreBC.

Instead of starting a new social conversation, they hopped on to an existing one. That made it easier than starting from the ground up and trying to get a whole new hashtag to trend.

Choose one that’s short and snappy (and easy to spell!), like Tupelo’s here:


Even if you are creating a new hashtag, as long as you use it consistently and encourage your Instagram followers to do the same, it’ll catch on.

2 | Map out your hashtag strategy ahead of time

There’s nothing worse than having the perfect photo ready to post but no hashtags to go with it!

It’s a good idea to come up with a library of relevant hashtags for future reference. Start by thinking about what key terms you want your brand to be associated with.

A tool like Hashtagify can jumpstart your brainstorming by making it easy to find popular hashtags.


You can also keep a running list of hashtags for campaigns — this might be for any special events you want to participate in or promote on Instagram.

Fun fact: Instagram posts with eleven or more hashtags tend to receive the most engagement.

If you’re worried about going overboard with your hashtags, here’s an elegant way to keep your captions clean: put your hashtags in a comment. Your posts will still show up in those hashtag searches, but won’t clutter your caption.

Click “comments” and you’ll see the hashtags this small cafe uses!

3 | Post at least once per day

Consistency is key to growing your following, so it’s important to post on Instagram every single day. Posting at least once a day increases your visibility, while posting consistently creates a reliable Instagram presence that your fans can count on.

On average, most major brands post 1-2 times per day – but engagement doesn’t drop off for brands that regularly post even more.

4 | Share a mix of authentic and aspirational content

Posting once a day can sound daunting. You might think, Will I have enough content to share? 

Not to fear, though, because you can always look to your fans for inspiration. They’re taking thousands of beautiful photos around your brand.

Find the ones you love, ask for rights, and share them on your own feed!

In fact, studies show that showcasing both authentic (UGC) and aspirational (your own branded photos) increases effectiveness by 28%.

So for maximum impact, share a combination of aspirational visuals (branded images) and authentic content (UGC). Remember to give proper photo creds in your caption, just like how Visit Duluth does it here:

5 | Define a visual identity that conveys your brand story

The most popular Instagram accounts not only post high-quality images on a regular basis, but their feeds present a clear visual identity.

Think of your Instagram as a lookbook for your brand. It should have a distinct style that shows people, at a glance, what your organization is all about.

On Travel Yukon‘s feed, you can clearly see the appeal it’d have to an adventurous nature lover:


You can also consider using similar filters on all your images or stick to a color theme to tie your posts together.

Simple photo editing tools like VSCO Cam or Camera+ can really up your Instagram game and make your feed appear more polished.

6 | Spark conversations and engage with fans

Want to connect with more Instagram users? Don’t be afraid to make the first move!

Start conversations with anyone who might share your organization’s interests or goals. 

Explore your favorite hashtags to find other users and brands who are posting similar content. Like and comment on their photos to get your name out there and make some new connections.

Not sure what to say? It could be something as simple as complimenting a great shot, using emojis to show appreciation, or asking if you can re-share their stellar photo with your audience.


Destinations like Travel Portland use CrowdRiff to discover interesting UGC, engage with it, and publish it in their marketing. Find out more here

7 | Ask influencers to host takeovers on your account

An Instagram takeover is a fun way to boost engagement, build relationships with industry influencers, and reach a wider audience. It’s a win-win-win scenario!

Initiate your own takeover by inviting a host – either an influencer, employee, partnering organization, or brand advocate you can trust – to temporarily take control your account. 

Check out Destination BC’s #guestagrammer series for takeover inspiration!

If it’s your first time planning a social media takeover, we recommend checking out our guide on how to do so successfully.

8 | Hold contests and giveaways for your followers

An Instagram contest is a great way to engage with your existing followers and attract new ones.

For example, hosting a giveaway that gets users to post photos with your brand hashtag will broaden your reach on the platform – not to mention inspire plenty of UGC!

But what to give away?

Consider this: though your overall goal might be to use Instagram to attract more visitors or increase sales, your first followers will likely be locals and existing fans.

So if you’re a destination, don’t be afraid to reach out to your local businesses about offering discounts to winners – perhaps a day-pass to a museum or a gift card to a local restaurant. (And you can never go wrong with a Starbucks gift card.)

Don’t forget to ask winners to share pictures of them enjoying their prize!

9 | Share your Instagram posts on Facebook and Twitter

Cross-posting is a simple way to get more from your visuals.

It’s easy to do directly from the app. Tap the three dots in the top right corner of a posted photo, and choose “share”. 



Not only does this develop your brand presence across multiple platforms, but it allows more potential fans to discover your content. After all, your Instagram posts deserve to be seen by as many people as possible!

10 | Plan a profile series or themed campaign

Creating an ongoing series of themed posts can bring your Instagram feed to life. It creates a sense of stability, sets expectations, and gives your followers something to look forward to.

Maybe that means sharing one photo a week that features up-and-coming local businesses or a series that highlights hidden gems in popular neighborhoods.

Humans of New York is a great example of a visual influencer that gained traction by specifically doing profile series.

“You can’t be humble about what you deserve in this city. I had to learn that the hard way. I came here with a small island mentality. In Puerto Rico, you take what you can get, and if someone sees that you are struggling, they will help you. Not here. If you are running a business, people will step on you until you break. We first started selling coffee at street fairs. The organizers were charging us $600 per day to rent a spot. It was impossible to sell that much coffee. They knew we were losing money. They knew we were suffering. But they told us there was nothing they could do—that was the fee. Then we learned that the people next to us were paying $300. When we threatened to leave, they lowered our rent to $125. And at first they told us they couldn’t go any lower! That’s what I mean. The organizers didn’t care what was a fair price. They cared about getting the biggest share they could. You can’t wait to be given anything in this city. If you want something, you have to demand it by its name.”

A photo posted by Humans of New York (@humansofny) on

What makes Humans of New York and Destination BC’s #guestagrammers stand out in the Insta-world? They’ve mastered the art of telling visual stories. When people see these, they connect emotionally.

So why not branch out from the usual one-liner Instagram captions in these special posts, and tell a compelling story?

You should continue posting daily, but balancing your one-off posts with a themed campaign can give your organization a more defined Instagram presence.

11 | Reach out to similar organizations for cross-promotion

You’re not the only organization looking to grow your audience! Reach out to partners and relevant brands for cross-promotion and you’ll both benefit from the spike in exposure.

For example, destinations can reach out to local businesses, as well as nearby cities or states. 

Here’s Explore Canada, for example, a huge brand (and country!) with a huge Instagram following. 

In their caption they not only use #ExploreCanada, their own hashtag, but also #ExploreNB (New Brunswick, a small Canadian province) and #Kouchibouguac (a national park).

Whether you promote each other’s accounts, repost each other’s images, or use each other’s hashtags, teaming up with similar organizations is a great way to score some new followers and support your partners.

Any organization (big or small) can achieve “Insta-success”! 

Remember, consistency is key. That means ongoing dedication to your strategy. So once you have a clear plan of action, stick to it!

As you develop your Instagram presence and discover what works best for your organization, you’ll see an increase in your followers, engagement levels, and customer base.

Want to see what else your visual content can do for you? Subscribe to our bi-weekly newsletter to get the latest in visual influence and marketing sent straight to your inbox!

Your Guide to Attracting More Visitors with Social Media Takeovers

Whether you’ve spent months or years crafting the perfect social media presence for your brand, the idea of handing over the reins to someone else can be a bit unnerving. But that’s exactly what many DMOs and museums are doing to attract new visitors – and it’s working!

A social media takeover is a strategic decision to give someone else control of your social media account for a set amount of time. It sounds less crazy when you consider the strategy behind it.

The benefits of a social media takeover include:

  • Creating more user-generated content around your destination or organization
  • Humanizing your brand by linking it to real people in the real world
  • Expanding your social reach to connect with more potential customers

Of course, you wouldn’t trust just anyone with the power to shape your brand’s online presence. Choosing the right person to host makes all the difference between a successful, hitch-free takeover and a potential PR disaster.

When planning a takeover for one of your brand’s social media channels, look for someone who’s interesting, trustworthy, and relevant.

Let’s take a look at some of the right types of people to consider for hosting your takeover:


You don’t have to look far to find a group of excellent candidates for hosting your takeover. Not only do your employees know your organization inside and out, but you can also coach them to share a specific message or story that serves your marketing goals.

Whether you want to offer a sneak peek of a new exhibit or show the behind-the-scenes planning that goes into a local festival, an employee with internal knowledge of interesting projects makes a great host. 

Hi #emailgeeks! I’m Bettina, International Field Marketer at Litmus. . One of my biggest tasks here at Litmus is understanding international email marketers and making sure our product and content is relevant to email marketers across all borders. Whether it’s writing blog posts, supporting the launch of local clients (like GMX and WEB.DE) or working on co-marketing projects with international partners—if something happens outside the US, it’s very likely that I have my hands involved in it. . I’m based in Stuttgart, Germany, but later this week, I’ll be traveling to London to meet the Litmus UK crew—and you can follow along as I take over the Litmus Instagram account! ^BS . . . #remotelife #litmuslife #employeetakeover #behindthescenes #remotefirst #remotework #litmus #litmushoodie

A video posted by Litmus (@litmusapp) on

Bonus points if you get someone from marketing to do your first social media takeover since they’re already comfortable with your brand’s messaging, and can set the tone for future hosts!


Inviting influencers, such as artists, bloggers, or well-known public figures, to do a social media takeover is a fantastic way to grow your own audience.

Reach out to influencers who are relevant to your audience so their takeover can drive the right kind of engagement and maximize your visibility on the platform.

A popular influencer can increase your reach simply by telling their sizeable list of followers to check out their takeover on your brand’s channel.

If you need some help finding influencers and micro-influencers, we have a guide for that here.

Customers and Fans

Aside from your employees, customers are the people who know and love your brand best.

While not everyone will have thousands of followers, they will have a genuine experience with your brand – and that authenticity can be powerful. A passionate, unscripted fan perspective often resonates with viewers more strongly than a carefully crafted social media update.

These are just some of the amazing photos from Destination BC’s regular social media takeovers on Instagram:

Of course, you’ll want to keep a close eye on what any non-employee takeover host is posting. Luckily, you have a few options if you don’t feel comfortable giving a customer direct access to your social media account.

Using a tool like Hootsuite allows your host to post updates without giving out your passwords. You can also use the dashboard to monitor every move your host makes (and revoke access if necessary) to reduce the risk for your brand.

Partners, Brands and Businesses

Destinations and museums can partner with other organizations to execute a takeover that creatively promotes both brands.

For example, the Los Angeles County Museum of Art teamed up with Disney to retell Beauty and the Beast on its 20th anniversary, through a series of Snapchats starring works of art.


Image from Oh My Disney 

Destinations can form similar partnerships with local restaurants, cafes, and museums. Allow local businesses to showcase their brand story on your social media page as an incentive for doing the takeover.

Another variation is to simultaneously swap accounts – meaning someone from your organization takes over another brand’s account at the same time they take over yours.

Guidelines for Pulling off a Social Media Takeover of Your Own

A successful social media takeover increases short-term and long-term engagement. It offers a fun experience and fresh perspective for your current followers while introducing your brand to a new audience of potential visitors.

To make the most of your extra visibility, it’s important to plan ahead and prepare for the big event. Follow these guidelines to ensure your social media takeover goes off without a hitch.

1 | Make it mutually beneficial

Remember to consider why someone would agree to host a takeover on your channel. Can you offer more exposure to their target audience? If not, include a more personal gift to thank them for participating. Think about what’s in it for the host and create a pitch to help them see the value in participating.

2 | Choose the right platform 

The most popular channels for social media takeovers are Facebook Live, Twitter, Snapchat, and Instagram. Each of these offers different advantages that you should think about when planning a takeover. For example, we love that content posted during Instagram takeovers seamlessly flows with the rest of your posts and gives your host a chance to get visually creative.

3 | Use consistent hashtags

Help people identify content that’s part of a takeover with clear, consistent hashtags. It can be something as simple as #employeetakover to promote one of your internal takeovers or a popular hashtag like #guestagrammer or #instatakeover to highlight a takeover on Instagram. You should also ask your host to sign-on and off with a hashtag or personal tag to signal the start and end of the event.

4 | Set clear expectations and guidelines

Talk to your host about how long the takeover will last, how many posts they should share, what type of content they should feature, how they should promote the takeover, and anything else that will help things go smoothly. Encourage the host to introduce themselves with a selfie and express their creativity throughout the process. If your first takeover is hosted by an employee, ask that they reflect on the experience and contribute to your guidelines for future hosts.

5 | Have a secure plan for collecting content

To avoid giving away unrestricted access to your social media accounts, consider using a system for getting the content from your host and posting it yourself. Whether you copy and paste their tweets from a messaging platform like WhatsApp, get their videos and pictures from Dropbox, or use Hootsuite to monitor all social interactions during the takeover, have a plan in place to keep your accounts secure.

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Further reading:

9 Destinations that are Charming Travelers on Twitter

Creating a compelling, engaging social media presence as a destination marketing organization isn’t easy.

You have to start a conversation. You have to find a unique way to highlight the best attractions, food, and drink, etc.

So new followers and (eventually) visitors can find you, fall in love with your destination, and see you as a go-to resource as they make their travel plans.

With so many competing voices out there, especially on Twitter, it’s easy to fall into the same, safe patterns in terms of what you share and say. 

Here are 10 DMO’s whose voices are standing out on Twitter and charming travelers all around the digital world. 


Queensland, Australia’s Twitter feed immediately stood out to us because of their unique, cheeky humor and personality, and the beautiful photos they share.

Both their avatar (a koala in a Hawaiian shirt), and their liberal use of emojis and slang serve to create an engaging, quirky voice that reflects the demographic of their visitors: young, fun, and excited to explore.

Scrolling their feed, you’ll notice they share their own posts, as well as posts from influencers, on everything from the best coffee on the Sunshine Coast to tricks for gaining more Instagram followers. To keep up with their almost-hourly posting frequency, they also liberally retweet photos from visitors and tourism partners. But the most consistent on their feed is beautiful photos of the tropical beauty of Queensland.


Tupelo may be a small destination, but has a knack for tying pop culture, past and present, in with witty commentary, and updates on local events, attractions, history and more.

When this small but proud city isn’t sharing info about local events and attractions, or making cracks about the weather or current events, they also regularly respond to people who Tweet at them in a friendly, approachable way, and retweet those who tag posts with #MyTupelo with regular gusto.


Portland has a reputation all its own as a city — and it’s Twitter feed is no different. Their social media marketing strategy is a perfect example of concierge-level post time, response time, and travel topics.

Alongside their charming voice, they use images in every single post to keep the feed visual, and share frequent reminders about local events. They’re also constantly sharing “best of” lists of exactly what to do in the city whether it’s hot, cold, snowing, raining, or anywhere in between.

Like most DMOs, Travel Portland shares information about local hotspots, but they also share information on must-know events for locals, including protests, civil engagements, and more. 


While so many DMO’s social media strategies aim to engage with visitors currently on-site, and locals, Visit Holland’s approach makes them appealing to follow even if you don’t plan on dropping by Holland any time soon. And while you might think great storytelling is hard in 140 characters, Holland does it.

They invite interaction by asking engaging questions. For example, they like to share photos of popular attractions and invite followers to identify the location. 

Another great element to their feed? They feature a ton of incredible art from resident creators in galleries, and on the street.


Texas Tourism offers a great source for state-wide and small town information, helping tourists find fun stuff to do wherever they might be.

They utilize a lot of Q&A style Tweets, and use their platform to share interesting information about TV shows filming locally. 

They also encourage photo-sharing by inviting their audience to showcase the best of Texas (i.e. like challenging their followers to a “queso-off” by Tweeting photos of their favorite local queso). 

Another cool aspect of their feed? They make sure to highlight lesser-known industries, like Texas’ vineyards, and other lesser-known attractions.


Explore Georgia loves to promote their seasonal events, local movie productions, and the best of their local foods on Twitter.

But what they do really well is providing short, informative listicles to help visitors and locals find the best of the best — from Georgia’s many covered bridges and roadside attractions, to towns with famous Holiday displays, and more.  

Explore Georgia also frequently retweets articles that feature Georgia, from big and small organizations — most recently, they were listed in National Geographic’s 2017 “Best of the World” list.

You’ll also note that their avatar is their Snapchat logo, which also invites followers to find them on the platform for livestreams and photos.


Baltimore has mastered the art of the sharing value-focused info on their Twitter feed in a fun and interesting way. So peppered between images of local attractions and events, they also boost the earning potential of local businesses by sharing great deals and discounts in the area on food and drink, museum tickets, and more.

Much like Tupelo, they love to showcase local celebs/talent (emphasis on Food Network Chopped stars from Baltimore), and promote down-home industries, like their local food and beer promotions.

They offer a range of varied retweets from partners and visitors alike, to create a wide-angle view of what they have on hand.


Calgary nails their feed’s vibe with a humorous, laid back attitude.

They regularly share of profiles of influencers, along with local theater and concerts being held – which makes them unique on this list.

Their partnerships come across as friendly, as they’re actively engaging local promotional handles, and are active on Twitter chats, and frequently cheering on local sports teams.


Audience interaction and photo sharing are something Pittsburg has mastered. They celebrate local sports teams, most notably the Pittsburgh Steelers, and also do a great job showcasing local architecture.

Their account devotes a lot of focus to Pittsburg’s world famous bar and food scene, but they also discuss a number of activities depending on the weather — like the best places to visit in the rain, sand snow, or on hot summer days.

But the crux of their social media strategy always seems to be engagement and response — to feature the best of their city through the eyes of their visitors.

Ready to step up your destination’s social media presence?

Here are our takeaways:

  1. Respond and interact. Don’t forget the social in social media! Engage with the other people talking about you, by replying and favoriting their Tweets. The more you engage with your followers, the more you’ll be seen as a friendly, helpful presence in your space. 
  2. Retweet so that your feed is diverse and connected. Retweeting means less content creation on your part, and more interactive community for your Twitter presence as a whole.
  3. Show some personality. Whatever your unique brand voice is, embrace it. Don’t hesitate to go for a few laughs and just let it shine!
  4. Use your brand hashtag when replying to people. The more you share your hashtag, the more likely people are to use it too when Tweeting about your destination. 
  5. Collaborate with your local and regional partners. Retweet and share what your partners are posting, and encourage them to retweet and share in kind. This mutual exposure will help you consistently be seen as an authoritative, connected resource in your space.

We recommend taking some time this month to review your Twitter strategy. What are some great qualities of the examples above that you could recreate on your own feed?

Create. Experiment. And most importantly: have fun!

Learn to be the greatest visual influencer in your destination. Get the latest industry news delivered to your inbox!

18 Must-Follow Museum Digital Engagement Professionals on Twitter

Digital marketing and engagement for museums is an art form in and of itself.

Though there are plenty of creative ways for museums and galleries to grow their audience online, doing so takes dedication, patience — and a willingness to learn from the best!

Keeping tabs on industry influencers can provide the right combination of information and inspiration needed to elevate your own digital marketing strategy.

So whether you want to catch up on everything related to #musesocial or learn how to use Snapchat to get millennials interested in your exhibits, check out these museum digital engagement experts on Twitter:

Adam Rozan@adamrozan

As the Director of Audience Engagement at the Worcester Art Museum in Massachusetts, Adam Rozan is committed to creating amazing visitor experiences that inspire curiosity and learning. He uses Twitter as a platform to share his interests in promoting museums and art through social media.

A self-proclaimed engagement pro, Adam takes it upon himself to tweet at individuals who might be interested in upcoming exhibits, engaging with members of the community on a personal level.

Mar Dixon | @MarDixon

Mar is the creator of 52museums, an Instagram account that gets taken over by a different museum every week. She knows how to harness the power of social media marketing for museums, galleries, and heritage venues.

As the founder of Museomix UK, Mar also runs @TeensInMuseums@CultureThemes, @AskACurator and @MuseumSelfieDay on Twitter. When she’s not encouraging her followers to share museum selfies, she tweets about technology, theater, art, London, and updates from museums around the world.

Andrea Carson Baker | @Carzoo

Passionate about contemporary Canadian art and design, Toronto-based writer Andrea Carson Baker shares her knowledge on her widely-read blog, View on Canadian Art. Andrea’s Twitter page is a mix of visual content from local exhibits, commentary on Canadian culture, art, and film.

Her writing and frequent tweets reflect her belief in the political nature of art and her perspective on news that affects cultural institutions.


JiaJia Fei is currently the Director of Digital for the Jewish Museum in New York and previously worked her digital marketing magic for the Guggenheim Museum. She uses social media to make museums more accessible to global audiences — and especially millennials.

In between lecturing on digital content strategy and being interviewed by the New York Times, JiaJia tweets content related to art, technology, and culture — often combining stunning museum visuals with emojis and humor.

Kate Meyers Emery | @digitallark

The Manager of Online Engagement at George Eastman Museum, Kate Meyers Emery is passionate about cultural heritage and developing marketing strategies for museums. She uses her Twitter page to spread information about specific collections and pieces, both through retweets and her own comments.

Though Kate often tweets about exhibits and workshops at the Eastman Museum, she also uses the platform to engage with other museums, artists, and influencers.

Laura Crossley | @lfcrossley

Laura Crossley is a cultural consultant who helps organizations grow and diversify their audiences. She’s also a Ph.D. student at the University of Leicester, where she’s researching how England’s financial cuts will impact community engagement for British museums and how museums can adapt to budget changes.

True to her desire to get more people involved in museum culture, Laura tweets about industry functions, workshops, volunteer openings, and collections throughout the UK.

Russell Dornan | @RussellDornan

Russell Dornan is in charge of digital engagement for Wellcome Collection, a London-based museum that hosts historic exhibits and collections that explore medicine, life, and art through the ages. Always thinking about how museums can engage their visitors better, he found a way to make visitor reactions a part of some exhibits

Russell tweets about museum workshops, collections, photography, and community engagement.

W. Ryan Dodge | @wrdodger

As the Digital Engagement Coordinator of the Royal Ontario Museum (ROM) and Community Manager for the Museum Computer Network (MCN), Ryan is a well-respected thought leader in connecting with museum visitors on social media. He focuses on giving real value to the ROM’s social audiences and emphasizes the importance of maintaining consistent messaging across all social platforms.

Lately, Ryan’s Twitter feed has been bursting with updates from the latest MCN conference in New Orleans, but he also tweets social media marketing tips and encourages museums to inject personality into their online presence.

Lucy Redoglia@LuuucyImHome

While some museums are reluctant to add Snapchat to their engagement strategy, Lucy Redoglia of the Los Angeles County Museum of Art (LACMA) has Snapchatting down to an art. As the museum’s Social Media Manager, Lucy knows that social media holds the key to inspiring the younger generation to explore museums and appreciate art.

Follow her on Twitter for insights into LACMA’s Snapchat success, along with tweets about art and culture in LA.

Alie Cline | @aliecline

As Digital Content Strategist for the Blanton Museum of Art at the University of Texas, Alie Cline strives to maintain an open dialogue between the museum and its community of onsite visitors and followers. She’s also the founder of Cave to Canvas, a website featuring AP art history crash courses for high school students.

Follow Alie on Twitter for plenty of #musesocial content and conversations about how museums are making art exhibits more accessible to the public at large.

Meagan Estep | @MeaganEstep

From Washington, D.C., Meagan Estep is the Social Media Manager at the National Gallery of Art and an adjunct professor at the Corcoran School of the Arts and Design. She’s a champion of the #slowlooking movement and challenges museum guests to be mindful of their encounters with art.

She tweets about museum marketing, inspiring gallery visitors to connect with artwork, and her own experiences at museums.

Lexie Buchanan | @lexiebuchanan

Lexie Buchanan is the new Social Media Officer at the Art Gallery of Ontario, and she’s been part of Ontario’s museum scene for years. She’s also been the Digital Engagement Specialist at the Royal Ontario Museum and the first Social Media Officer at the National Gallery of Canada – so she knows her stuff when it comes to social media and museums.

Lexie uses Twitter to discuss local art exhibits, Toronto cultural events, digital marketing strategies, and influential Canadian artists and galleries.

Lori Byrd-McDevitt@LoriLeeByrd

Lori Byrd-McDevitt is curious about how museums can leverage user-generated content in their digital marketing. She believes the public’s experience with art can be used to create more opportunities to connect with followers online.

As the Digital Content Manager at the Children’s Museum of Indianapolis, Lori shares tidbits of her human-centered content strategy, tips for museum blog managers, and her thoughts on participatory culture and open authority in museums.

Carolyn Royston | @caro_ft

Not only is Carolyn Royston the Digital Director at the Isabella Stewart Gardner Museum in Boston, but she’s also the President of the MCN. A digital marketing powerhouse, she acts as a consultant for museums and cultural organizations on how to use digital to reach larger audiences.

Check out Carolyn’s Twitter feed for ideas on improving museum leadership, culture, and management, as well as tips for using social media to get more people interested in the arts.

Lanae Spruce@_BlackMuses

Lanae Spruce is a museum digital professional passionate about the links between history, race, technology, museums, and social justice. She believes museums should show diverse historical experiences and encourage people to tell their own stories.

Lanae is currently a Digital Engagement Specialist for the Smithsonian National Museum of African American History and Culture in Washington, D.C.

Follow her on Twitter to find out how cultural institutions can become more inclusive, accessible, and empowering for everyone in their communities.

Amy Fox | @MuseumTweets

Amy Fox understands the importance of tone when it comes to storytelling and forging connections with audiences across different platforms. As the Social Media Content Manager for the Smithsonian American Art Museum, she focuses on boosting web engagement and educating museum visitors about American art, culture, and history.

Amy tweets about digital strategy, museum storytelling, and marketing best practices.

Essie Lash | @yo_essie

As the Marketing Manager at the Guggenheim Museum in New York City, Essie Lash focuses on projects aimed at growing, educating, and inspiring museum audiences. She’s interested in finding new ways to connect with guests, both onsite during their visit and online through social media.

You’ll often find Essie tweeting and retweeting thoughts on how museums can leverage social media, technology, and data to create better visitor experiences.

Art Museum Directors | @MuseumDirectors

Although not technically an individual, honorary mention goes to the Association of Art Museum Directors! This account tweets a diverse collection of museum and community news, leadership advice, tools for museum professionals, and social media guidance for museums and galleries.

Update: Community Recommendations

We received some great recommendations of more people to add to this list! We’re adding them below.

Mark B. Schlemmer | @MarkBSchlemmer 

Registrar at the New York Historical Society.

Neal Stimler | @nealstimler

Third-Party Partnerships Producer in the Digital Department at  The Met.

Charlotte S H Jensen | @charlotteshj

Development Consultant at the National Museum of Denmark.

Kajsa Hartig | @kajsahartig

Senior Advisor, New Media at the Nordic Museum.

Marie-Hélène Raymond | @mhraymond

Web Editor and Community Manager at Musée national des beaux-arts du Québec.

Valeria Gasparotti | @mapnoterritory

Cultural Institute Coordinator at Google.

Stefano Bonomelli | @ste_bonomelli

Creator of @TheMuseumChat.

Julie Guillemant | @JulieArtGeek

Cultural Mediator at Musée d’Angers.

Aurore Gallarino | @AuroreGallarino

Digital Communications at Le Centre des monuments nationaux.


Have a reco? Tweet us @CrowdRiff

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Social Media Tips from Pros: How to Attract and Engage Travelers

The travel conversation going on over social media is huge.

People love posting their travel photos, sharing their experiences, and of course, looking for their next vacation spot or event destination.

So marketers everywhere are always on the look out for ways to supercharge their social strategy, and to be a bigger part of that conversation.

We’ve heard your wishes, and today we’re bringing you social media tips from experts in the industry! We went and asked some pros for advice on how destination marketers like you can use social media better, to inspire more travelers.

Check out our SlideShare (full screen for the best experience!), or read the tips below!

Social Media Tips from Industry Experts

Brian Peters | @Brian_G_Peters

Social Media Manager at Buffer 

“As the online sphere gets more crowded, the brands that go out of their way to personalize content and build one-on-one relationships with their audience are going to ace social media.

By creating and posting content that “humanizes” your brand, it gives people the opportunity to build a more solid connection with you.”

Tara Hunt | YouTube

Digital Marketing Executive and Influencer |

“Too many brands focus in on trying to create viral campaigns and one-off videos, but what they miss is that the best content is the type of content that builds relationships over a consistent period of time.

Travel is ripe for video content as there are endless topics and ideas to talk about in short, regular videos.

The bonus here is that video – and especially YouTube video – is incredibly SEO friendly. Videos will propel your content to the first page of any search. And if you are concerned with expense, don’t be. You don’t need big film crews to shoot compelling content. All you need is a compelling story and the patience to grow your channel one person at a time.”

Dave Fluegge | LinkedIn

Founder of Fluegge Consulting

“Know your brand, know what makes you special and what your audiences engage with more than anything, and embrace it! When it comes to imagery, tell a story about your destination, a story your audience can connect with.”

Stephanie Arbetter | @starbetter

Coordinator, Consumer Marketing and Social Media at Brand USA

“Use social media in the way it’s meant to be used: to engage and inspire. Remember that the social media can be used to cultivate a sense of community, not just as a one-way message platform.

Engage with your followers on a regular basis to find out what excites them, makes them come back for more, and what they’re looking for from your pages. Then use what you’ve learned and apply it to future content.

Whether it’s via Twitter chats, InstaMeets (local Instagram community meetups to take photos and videos together) or Snapchat behind-the-scenes videos, your job is to find ways to engage with them more efficiently after identifying what works best.”

Holly Galbraith | @HollyGalbraith

Tourism Marketing Professional & Social Media Strategist at Go Future Media

“Don’t feel like you have to be on every social media platform.

Select one or just a couple of social media platforms and put your energy into those rather than spreading yourself too thin across multiple channels. I call that platforming. Platforming is about consciously choosing the platforms/social media channels you will be active in and putting your time and energy into those to ensure they get traction and become effective tools for you.”

 Maya Shoucair | @mayashoucair

Social Media & Community Manager at Uberflip

Plan ahead! There’s a misconception that social happens in real-time all the time but to do it well, it takes careful planning

I look at my social content on a weekly, monthly, and quarterly basis in Trello and then schedule everything out once a week in Buffer, using Feedly and Buzzsumo to curate additional content. This saves me tons of time, helps me better measure my campaigns, and gives me more space for creativity because I can look ahead to develop multiple posts and graphics for different audiences and networks.”

Erin Scott | @dot_of_scott

Digital Content Specialist at Visit Albuquerque

Be genuine. Talk to people on social media like you would talk to them in real life! Taking the time to personalize your social efforts and respond to users who try to engage with you goes a long way in our highly automated world.”

Arabella Bowen | @arabellabowen

Travel Authority & Brand Strategist | Former Editor-in-Chief at Fodors Travel

“At Fodor’s Travel, we organically grew our Instagram library to 75,000 inspirational travel images, just by inviting travelers to tag their photos with #fodorsonthego.

While the hashtag should be inviting, it’s more important that it’s short and easy to type (especially if you want it shared on Twitter).

Be sure to socialize it everywhere–including printed marketing materials and advertising–and reward the best posts with a credited feature on your feed(s).”

Eden Spodek | @EdenSpodek

Digital Communications Strategist | Founder of Eden Spodek Inc

Have a measurable strategy that aligns with your business goals and objectives! This point can’t be expressed enough. It’s great to know how to use a social media platform like a pro but if you don’t know how to use it to build your business, it won’t matter.

Ritu Ashrafi | @rituashrafi

Marketing Manager at CrowdRiff

Use visuals! Photos, videos, and gifs are eye-catching, and really improve engagement rates of my posts. 90% of all the social posts I schedule have a visual attached to it now.

Even though a tweet might be going out to thousands of followers, craft your social messages as if you’re only talking to one person.”

Now, over to you!

Apply these social media tips to amplify your social reach, and see what a difference they can make. With a strong social presence, no one will be able to (or want to!) ignore your destination.

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The 8 Worst Twitter Blunders A DMO Can Make

Twitter is an essential platform for DMOs to be on for three big reasons:

  1. You can expand your digital presence,
  2. Engage with your audience, and
  3. Attract new tourists to your destination

Unfortunately, DMOs don’t always take advantage of Twitter’s full marketing potential. A sloppy Twitter presence can leave fans scratching their head as they click Unfollow. Worst of all, it reflects poorly on the brand and the destination itself.

Luckily, you can improve your social media presence by learning from the most common Twitter blunders DMOs make.

These are the top 8 Twitter blunders to avoid if you want to do your brand justice:

(Note: all the tweets we’ve shown here are good examples of how to bounce back!)

1 | Only Tweeting Local Content

Of course, a large chunk of your Twitter content should revolve around local activities and events. But hyper-local tweets shouldn’t be the only thing populating your Twitter page.

In fact, some content might be too close to home to bother sharing at all. While showcasing regional highlights and attractions is a great way to create local interest, your followers don’t need to hear about every little piece of community news.

Since your Twitter audience is full of non-locals, a flood of overly-local Tweets can make them feel alienated from your brand. Instead, mix it up with some general travel content or trending topics:

2 | Sporadic Activity

Customers are more likely to trust DMOs that are consistent, reliable, and available. Irregular tweeting and unpredictable Twitter activity can damage your credibility.

An easy solution? Schedule some of your tweets ahead of time and set recurring calendar reminders to log in and engage with fans manually. This allows you to avoid awkward pauses by spacing posts throughout the day without losing the sense of immediacy that Twitter expects.

Consider when your target audience is most likely active on Twitter – especially if they’re in a different time zone – and schedule your time well to maximize visibility.

3 | Lack of Personality

The only thing worse than not being yourself on social media is not being anyone at all. Rigid, robotic tweets that lack personality are a major Twitter mistake for one obvious reason – they’re boring.

You already know that authenticity is the gold standard for brands online. On Twitter, this means adopting a persona that matches the atmosphere of your destination – whether it’s fun and playful, warm and welcoming, or even a bit eccentric.

Tip: Emojis are your friend!

4 | Irrelevant Content

Another common Twitter blunder you don’t want to make: Tweeting filler content.

The main reason your customers follow you on Twitter is to get to know your destination better. When DMOs share off-topic or low-quality tweets — such as political opinions or purely promotional tweets — they’re guilty of cluttering their followers’ feeds with content they don’t care about.

To keep your followers happy and inspire brand loyalty, reward them with the relevant, high-quality content they want and deserve.

5 | Haphazard #Hashtags

When it comes to Twitter hashtags, it can be easy to get carried away – especially when you’re trying to grow your audience. However, stuffing your tweets with too many hashtags is a quick way to drown out your main message.

So it’s important to develop a hashtag strategy as part of your social media marketing plan. You can “claim” a hashtag by using it consistently and encouraging followers to do the same. Check out Visit Loudoun and Ottawa Tourism below:



Adopt relevant hashtags already being used by visitors and locals, and be consistent!

Bonus Tip: Always do some background research when adopting a new hashtag, since using a phrase associated with another cause can lead to some awkward (or offensive) situations.

6 | Not Enough Visual Content

Creating and curating high-quality images key to catching eyes on Twitter. This Twitter blunder is a huge missed opportunity, since visual content is 40X more likely to get shared on social media.

After all, a picture’s worth a thousand words, which is pretty good value against Twitter’s 140-character limit! Plus, images, gifs, and video content prevent your Twitter page from becoming a wall of text.

Don’t know what to post? Easy fix is to retweet or share a visitor photo:

7 | Failure to Engage the Community

One of the most serious Twitter offences is ignoring your followers.

Simply having a social media account doesn’t make a DMO social. Twitter is designed for short, frequent interactions, so be sure to re-tweet fan photos, “like” interesting comments, and reply to any tweets that come your way.

Engaging with your Twitter audience reminds fans that you care and strengthens the sense of community associated with your destination. Your followers will appreciate the extra thoughtfulness of any time spent crafting a personal response.

Bonus Tip: When beginning a tweet with a Twitter handle, add a period before the @ symbol – otherwise it will only be visible to the person you’re mentioning.

8 | Not Experimenting with Twitter Moments

Twitter’s newest feature, Moments presents another way for DMOs to use user-generated content to boost brand presence. Creating and sharing a Moment allows you to tell a story using a curated collection of tweets.

Think of Moments like a communal album that salutes an experience your followers might want to revisit. But in this case, the album can include a range of visual content of different types, including images, tweets, gifs, videos, or vines.

Moments are the perfect way to recap a local event, highlight a popular tourist activity, or show off the best content posted by travellers.

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How Destinations Should Talk to Visitors on Social

There is nothing more annoying than getting a spammy comment on your Instagram post:

“Nice profile! Let’s connect! Can I shoot you a quick email?”

“Check out our profile. We think you’ll enjoy our deals!”

No, thank you.

Generic, salesy responses turn people away from your brand rather than engaging them to continue interacting with it. If you want to connect with your visitors and locals, you need to do it in a genuine fashion.

In the words of Visit Franklin’s Josh Collins, “your goal as a marketer should be to treat people like human beings even when your interaction with them is online only”.

Franklin- convo

So how do you do this when you have thousands of potential visitors and only so many hours in the day?

We thought of this problem and created CrowdRiff’s Conversations feature for that very reason. DMOs can use CrowdRiff for more than just sourcing UGC photos. Our platform makes it easy to interact with the people who are visiting your destination in an authentic manner.

What’s the benefit of this?

  • Develop destination advocates. Your visitors will feel recognized and appreciated. People love getting acknowledgment for their artistry, especially if it is coming from a brand. This will turn them into an advocate for your brand as they continue to interact with it.
  • Inspire potential visitors. Other people in your visitors’ social network will see your responses and become interested in you. This is a great way to find and inspire new potential visitors.
  • Build a great reputation. Most importantly, people will notice that you really care about your destination’s visitors, which helps you build a positive reputation. Become known as the brand who connects with visitors on a deeper level by interacting with their social content in a genuine fashion.

Here’s how your DMO can use the CrowdRiff conversation feature to start developing authentic relationships with your visitors.

1 | Customize your responses and make your interactions with visitors more human.


CrowdRiff gives you the ability to customize your responses so you can interact with a large number of people in the warm and friendly way you would if it was a one on one conversation.

We even give DMOs the ability to include emojis in responses, which adds to that realness.

Visitors don’t want to talk to a brand if it acts like one, so it’s important to keep your tone conversational and not include promotional content. The key is to write the responses as if you’re posting them yourself from a personal account – keep it fun and complimentary.

2 | Make different conversation groups based on themes

With CrowdRiff, you can have different conversations with people about different types of awesome pictures you are seeing – beautiful scenery, fun adventures, mouthwatering food etc.


This way your comments will be catered to the photo subject to avoid seeming generic and spammy.

For example, here at CrowdRiff, we have a coffee conversation. When we see dozens of great coffee or cafe shots in our collection, we can send out funny, personalized comments about coffee, rather than just saying it’s a great photo.


We also have a cute conversation group for pictures of cute animals, as well as holiday conversations for Christmas parades and celebrations… the list can go on and on.

Doing this allows us to build connections with multiple people at the same time with the click of a button.

3 | Pay Attention to Every Mention

Outside of your interactions made through the CrowdRiff platform, you need to keep an eye on your social accounts for action from visitors.

Don’t ignore anyone! You wouldn’t do it in person at your Visitor Center, so don’t do it online.

Even if it’s just with a like, acknowledge their effort to interact with you on social media. If your visitors know you are going to respond, they will be encouraged to continue interacting with you in the future.

Make sure you are listening to what people are telling you on social. If you keep seeing Tweets about people wishing you’d open more canoe rental stops along the canal, then listen! Inform your DMO team about the changes that people are looking for to best serve the visitors who keep your destination on the map.

Your visitors are your most valuable asset, so let them feel the love! Let them know that you recognize and appreciate their contribution to your destination’s social presence.

There is so much value in talking with your visitors in a way that is customized to their content and experience in your destination; they will be pleasantly surprised at the lack of automation and the amount of life that your brand is exuding, making them more likely to continue to engage with your destination and introduce you to their social following.


For more information on how CrowdRiff’s conversation feature can help you make meaningful conversations with your destination’s visitors, get in touch. We would be happy to lend a hand in making your DMO’s social voice full of life and welcomed by your visitors.

Best Minneapolis Instagrammers

In spirit of the DMAI 2016 Annual Conference kicking off on Monday in Minneapolis, we rounded up the ten best instagrammers in the city using the CrowdRiff platform.

If you’re looking for some inspiration on where to take cool photos or explore when you have down time, check out these influencers’ feeds. Alternatively, if you’re looking for ideas on where to eat, turn to our visual guide to eating and drinking at DMAI.


Bright colors and simplicity come together to create a feed with stunning photos, many of which feature cotton-candy coloured Minneapolis skies and silhouettes. 

Hi! I was honored to be invited to join another fantasy edit group: the original @fantasy_friday. So starting this week I will be posting a fantasy edit every Friday – rotating between @mn_niceedit and @fantasy_friday. Truthfully, I enjoy doing these edits so much that I am happy to have one a week! They usually inspire me to do a few other photos as well. ☺️ Thanks so much for your support. //Fantasy Friday// This collaborative photo was shot by @eye.c and edited by me as part of the #Fantasy_Friday collaborative group. Every other week we all edit the same photo, putting our own ideas of "fantasy" into the edit. The group's goal is to experiment, have fun, and see how different people interpret the same image. You can see the original photo, and the other team members' edits for this week here: #Fantasy_Friday_61.

A photo posted by Minneapolis – Twin Cities (@shineonyoucraydiamond) on



@kimlycurry goes by “lil Miss Foodie” which makes sense when you see the photos of her eating her way around the twin cities. Each photo explodes with bright colors and lends a 10/10 visual review for the food vendor it was taken at. And yes, this is a photo of a donut sorbet sandwich.



@sanjbhak likes to post artistic photos of Minneapolis from unusual views. Life in the city has inspired some great photography featuring plenty of reflections, sunsets and angle work.



This florist’s feed is blossoming with vibrant photos of multicoloured succulent plants. She channelled her passion for creating arrangements into a really inventive Instagram account.



This adorable mini Goldendoodle is the biggest canine insta-star from Minneapolis! Franky loves to run around with her tongue out and beg for treats with her big, beady brown eyes.



Fashion shoots and powerful landscapes are this Instagrammer’s specialities. Her bold photos are all stunning and you’ll find yourself having a hard time picking a favorite as you scroll through her feed.

[Safe Harbor] // Say what you will about social media (and lord knows I've said it all), during times of tragedy, it can be a wonderfully uplifting and supportive place. The collective mourning and outrage in the wake of the horrific Orlando massacre have been so powerful to witness across different social media platforms. But the overwhelming message I've seen is that of hope and strength and pride. And THAT has been staggering. To all of my friends in the LGBTQ community, all of my Muslim friends, all of the allies, and to all those who have vocalized the pressing need for gun control in this country: I love you and am proud to know you. And I truly believe it is because of your bold voices that darkness will not prevail. // #weareorlando

A photo posted by Rita Farmer (@mamacita.rita) on



This Instagram community features photos from the whole state of Minnesota, but the Minneapolis ones that are included beautifully portray the city.  The photos showcase the perfect balance of idyllic and urban adventures that you can find in the area.

?The melody of Minneapolis! Photo by @mnphoto1

A photo posted by By Stefan Dellis (@captureminnesota) on



@joshflom is an outdoor explore who loves a good adventure! He can be found in most photos on the lake, in a forest or even jumping from a plane. His photos serve as great inspiration for fellow adventure-seekers living in or visiting Minneapolis.



@sarahrileyrose is a style blogger with a great sense of fashion. Her photos primarily feature her sporting trendy looks around the twin cities. She has such a large following that other bloggers and brands have teamed up with her to do giveaways, indicating that she truly is an influencer.

Hellllloooo new week. I'm comin' at ya with a positive outlook. Who's with me?! (Tap for deets) ?: @dgschoenecker

A photo posted by S A R A H | M c C a u l (@sarahrileyrose) on



Architecture is what speaks to this photographer, and @absolut_lee takes the neatest photos of Minneapolis buildings, hallways and city structures.

The only tool you need is your imagination. #throughmyiphone

A photo posted by L E V I (@absolut_lee) on


Finding the top instagrammers in your destination is a great way to not only interact with the community, but to find influencers you can reach out to for help promoting your destination and all of the great things to do, see and eat in it. If you’re at #DMAI2016, come talk to us about how you can use CrowdRiff to round up the biggest influencers in your destination.

Find team CrowdRiff at booth 507 and on Twitter @CrowdRiff.


Header Image Credit: @_jennadailey

DMOs Who Are On The (Poké) Ball With The Pokémon GO Trend

Travellers all over the world are on the hunt for Pokémon, and DMOs are trying to catch ‘em all! Pokémon GO has taken the world by storm; with more daily active users than Twitter (source), it has children and nostalgic adults chasing virtual Pokémon all over cities across Asia, North America, Europe and Australia.

We wanted to know who was taking advantage of this augmented reality fad, and found that some of our clients are superstars when it comes to jumping into the game and connecting with players in their community. Many of them are even using CrowdRiff galleries to help players locate Pokémon and PokéStops in their destinations.

1 | Visit Indy

Visit Indy created a webpage that lists ten Pokémon GO gyms in the city and features a gallery of photos that have been posted on social media by enthusiastic players. These photos lend more information on where Pokémon can be caught and make users more excited and incentivized to explore the city.

2 | Colorado Springs

Similar to Visit Indy, Colorado Springs helps visitors identify where Pokémon, PokéStops and Gyms are with photo galleries. They encourage players to use their special Pokémon GO hashtags to be featured in the gallery.

3 | Travel Portland

Travel Portland’s Pokémon GO web page features an interactive map that shows where Pokémon are hiding around the city. The map is perfect for Portland visitors who want to find Pokémon but don’t know their way around yet.


4 | Visit Franklin

Franklin Tennessee realized that Pokémon GO is a great way to bring the community together, which is exactly what they love to do. The southern city hosted a Pokémon GO meetup at their Visitor Centre with giveaways and Poké-training, the perfect event to bring a destination together and produce some great social content.

5 | Royal Ontario Museum

The ROM in Toronto is the PokéMaster when it comes to acting on this unique social trend. They not only actively retweet and share photos of known Pokémon inside the museum, but made a Pokémon inspired video that is getting an insane amount of love on Twitter. The video features the head of security telling visitors about the Pokémon and PokéStops inside the museum, cautioning trainers to be mindful of their surroundings and “stay safe, stay alert and catch ‘em all”.


Pokémon GO took off fast and demonstrated wild success in its launches worldwide. Who knows what augmented reality sensation will come out next, but be sure you are ready to join in and engage with users in your destination.


Header Photo Credit: @epicklf