Social Media Aggregators: A Marketer's Cheat Sheet

June 4, 2019 Julia Manoukian

What is a social media aggregator?

Just as the name suggests, a social media aggregator collects social media content from various platforms—Facebook, Instagram, Twitter, you name it.

Just like a chef collects recipes for a cookbook, a social network aggregator gathers content from all multiple social media platforms and allows you to repurpose them in one handy place. This can be anything from more social media posts, to social media walls or branded streams that embed directly into a website.

Marketers use social network aggregation in all verticals, and this marketing method benefits tour operators, hotel and resort owners, airline companies, and more.

"It doesn't matter if you're purely a Facebook user, a die-hard Digg fanatic, a LinkedIn addict or someone who uses all three, streamlining your updates and postings through one source can be a liberating experience," says Social Media Today.

Why Do I Need A Social Media Aggregator?

Improve Content Performance

Social media aggregators make it easy to track which type of social content provides the most value and resonates with most people. With as many as forty percent of marketers saying they are unable to prove the ROI of their marketing activities, tools like this are becoming more essential for travel and tourism brands. 

Work Faster and Smarter 

Modern marketers also struggle to keep up with content demands today: 43 percent say they don’t have time to find create content. On top of finding great content, marketers also have to spend time getting the rights to them, especially with user-generated content. Social media aggregators do the work for you, so you can spend more time on other tasks.

Key Features of Social Aggregators

There are so many social media aggregators on the market today. What are some of the key features that will make your life easier, not harder? 

  • Search functionality: easily search by hashtag or keyword to find relevant content. 
  • Get the rights to content at scale.
  • Can also function as a content management system, hosting both your earned and owned assets.
  • Analytics that help you double down on what’s working, and refine what’s not. 

But that’s not all. Above and beyond a feature set, what additional factors should you consider when choosing a social aggregator? 

  • First, make sure it's secure and reliable.
  • Ensure the social aggregator is GDPR-compliant and complies with the policies of each social media network you plan to curate content from.
  • Social aggregators should be UX-intuitive.
  • Easy to use: Get return on your investment faster with tech your team can adopt quickly.
  • You should have access to support and onboarding at all times.

Where Should You Use Your Social Aggregated Content?

Your Website

This is the best place to incorporate a social media aggregator. On your website, an aggregator can serve up user-generated content (UGC) as website galleries. Social campaigns that incorporate UGC generate a 50 percent increase in engagement, according to research.

In the travel and tourism space, The Field Museum's website is a great example of social network aggregation integration in action. Visitors to the site can view user-generated social content from previous museum visitors at the bottom of the page.

Social Channels

You can also use social aggregators to display content from various platforms on one page. Delta is an airline that does this. It incorporates UGC from Instagram, as well as content from their other social media profiles into their Twitter page.

Print Materials

Use social aggregators to curate content for print materials, such as visitors' guides, in-flight magazines, and brochures. Instead of boring black-and-white text, consumers can see visuals that showcase real people enjoying real experiences.

Digital Screens and Projectors

Finally, use social aggregators to display content in real time on digital screens and projectors. Research shows that UGC shared across billboards resulted in up to a 226 percent increase in revenue between 2009 and 2010.

In 2013, Singapore’s Changi Airport installed a "social tree," where passengers could sync photos from their social channels and display them on one of 64 42-inch HD screens in the terminal. This is a great way to pass the time when waiting for a flight and allowed the airport to engage with its customers.

Social media aggregators are a great way to improve engagement, foster a community and save time in your day. There are tons of tools on the market, but focusing on the criteria above will help you choose a tool that brings true value to your business and your travelers.

Download-Guide UGC-Travel and Tourism Brands

About the author

Julia Manoukian

Julia Manoukian is the Senior Content Marketing Manager at CrowdRiff. A former journalist, she has helped several Toronto startups raise their thought leadership profiles and scale their content efforts to influence revenue. She's passionate about storytelling, traveling, and tech.

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