Now numbering more than 61,200 fans, up six-fold from its 10,000 fans in June 2010, Go RVing’s Facebook followers “are a highly engaged group who actively contribute, share and post on the wall,” according to a press release
To further the involvement of this virtual community, on July 11, Go RVing launched a revamped format of its page which now features a daily status theme to keep followers returning each day and interacting. With catchy names like No Mundane Monday, Tuesday Trivia Throwdown, Webshare Wednesday, Take-Me-Away Thursday, and Freewheelin’ Friday, fans will come to look forward to favorite days of postings.
For the next year, Take-Me-Away Thursdays will showcase another feature, 50 States in 50 Weeks, which will highlight one state each week and suggest unusual things to do or see by RV in that state; the bonus week 51 will focus on Washington, DC. The Facebook page will also launch a Fan of the Week feature in the upcoming weeks.
Social media like Facebook continue to be very cost-effective ways to reach and engage our target audience. The majority of Go RVing’s community consists of people age 35-54, the primary targets of the campaign. On a monthly basis, more than two-thirds of those who have “liked” the Go RVing page (42,000 of the 61,000), have been actively engaged, meaning they have clicked on the page to read updates, make comments, view videos or look at photos.
In the past month, feedback from followers has averaged more than 36% per update posted by Go RVing, showing that they interact by “liking” our message updates or they fully engage by answering queries and commenting on posts made.
“Facebook provides a wide variety of analytical tools providing a real-time snapshot of who our audience is, how our messaging is being received, and what is driving their interest,” said James Ashurst, RVIA vice president of public relations and advertising. “This allows us to make changes to our social media marketing tactics on the fly.”