Go RVing reached a major milestone in mid-March when it exceeded 100,000 active followers of its Facebook page. According to a press release, the ever-growing community is a mix of both current and prospective owners who have actively chosen to follow the messaging provided daily by the brand.
Since the page was launched in 2008, the style and content of the daily postings have been remixed to increase engagement with followers. In the past 18 months, the page’s reach has grown dramatically through messaging that regularly resonates with consumers who are decidedly interested in the Go RVing message.
Over the years, numerous analytical sequencers have been created to track the interactions on social media and quantify the organic and viral reach of a brand’s messaging across numerous social media platforms. Go RVing utilizes several different metrics programs to obtain a well-rounded overview of its campaign’s reach, according to the release. In recent weeks, some individual Go RVing posts have been seen by over 168,000 Facebook users through organic and viral sharing.
“Effective use of social media rarely ‘just happens,’” said James Ashurst, RVIA vice president of advertising and public relations, “but when strategically developed and executed, social media can be a powerful and direct link between brands and their intended market.”
He added, “Whether on Facebook, Twitter, or more recently on Instagram and Pinterest, all of Go RVing’s activities are part of an overall digital strategy developed jointly by both our staff and the team at The Richards Group. Everything we do is designed to support and work cohesively with other aspects of our marketing and advertising campaigns each day. Perhaps the greatest advantage of social media is that we can tweak our messaging as we go – we can react in minutes if needed and we can change our content on the fly. Done correctly, social media is one of the most cost-effective ways to maintain a high level of engaged interaction with our audience.”
To recognize the Facebook milestone, Go RVing ran a weeklong “100,000 and Counting Fan Appreciation Giveaway” that attracted just shy of 9,000 entrants for a prize package of RV-camping essentials. The top prize included a $100 debit gift card, Go RVing window decals, koozies, lanyards, glow sticks, and four collapsible campfire roasting forks and the essentials for making s’mores all packed into a heavy galvanized bucket which can be used at the campfire. Several runners-up were also awarded prizes, with each winner being selected randomly by computer.