Social media is best used to inspire people to travel

Success in social media marketing can be measured by the number of followers you gain, largely through authenticity and the ability to stoke people's passion for travel, Richard Earls writes. "

Listen more than you talk and, when you talk, say something interesting," Earls writes, noting that the best social media marketers in travel "position their company ethic in such a way that people rally around it, converse and tell others." Travel Research Online

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