How One Business Leverages Social Media To Work Around Seasonality

In some industries, seasonality matters. How can businesses use social media to build up the excitement for their products and services before the busy season? wanted to increase awareness among their Twitter users about its resorts prior to the summer. The target audience was people who make the decisions about vacation plans, typically women between the ages of 25 and 50.

In order to generate interest, hosted a large online Beach Bash on Twitter in mid-March, right in the middle of the spring. The website began promoting the event on its Twitter page, Facebook page, the website itself, as well as through email newsletters and news releases three weeks ahead of time.

The premise of the bash was simple: It was a two-hour long Twitter “party” that asked participants trivia questions, the answers to which could be found on the company’s resort websites. At the end of the event, the company would give away free week-long vacation packages at one of the hotels featured on the website.

People who blogged or tweeted about the bash, recruited fans on Facebook, or uploaded a video to YouTube were entered to win the grand prize. Users could use the hashtag #beachbash to talk about the event, making it easier for the company to track the conversation.

Excitement about the Beach Bash reached a variety of media outlets, including Myrtle Beach Sun News, Charleston Post & Courier, a Myrtle Beach NBC TV affiliate, and Twitter followers quadrupled and the web traffic increased significantly. The first Beach Bash was a success.

If seasonality is important, then social media tools are perfect for generating buzz. knows that it takes a lot of work to make online “parties” work, but to users, it simply looks like an fun vacation on the beach.

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