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Social media

Tourism Ireland has developed a significant digital footprint in recent years, particularly in social media. We now have over 3.8+ million Facebook fans and are one of the most popular tourism boards in the world on Twitter and YouTube.

Tourism Ireland's social strategy is to ‘’extend our consumer engagement, in a connected way, across platforms and networks in order to drive differentiation, reach, word of mouth and specific customer relevance for the island of Ireland as a holiday destination.’’
 
Tourism Ireland has grown its fan base from a few thousand at the beginning of 2010 to over three million fans today, across 22 markets – including Great Britain, the US, Canada, France, Germany, Italy, Spain, the Nordics, Netherlands, Australia, New Zealand, India and the Gulf Countries (English and Arabic versions).

We are committed to growing our own social media audiences in order to talk directly to consumers about holidaying on the island of Ireland. Through our followers on our social media platforms we have the potential to reach a further 700 million of their connections. 

The size of our social media audiences provides a valuable platform for promoting the island of Ireland, and a great promotional opportunity for you to promote your business to a worldwide audience. As part of our overall marketing strategy, Tourism Ireland is using social media in a host of creative ways to inspire potential holidaymakers to come and visit the island of Ireland.

Tips for telling your story on social media:

Facebook

  • Tag Facebook.com/Ireland #loveireland.
  • Check our market-specific Facebook channels listed below
  • Keep text in Facebook posts short – they still need to be easily scanned in newsfeeds.
  • Always note location of image.
  • Review what we’ve posted before on the channel noted above and see what has performed well engagement wise. Is your image/content of a similar quality?
  • Keep the landscape or location the focus, not individuals. Selfies do not perform well.
  • Images or content will only really be shared by multiple markets on Facebook if it is of international interest, e.g. a major award, a stunning image / video.
  • Videos from Vimeo and YouTube don’t perform well on Facebook. If you have a very strong video, we’d ideally need the original file.
  • Facebook is good for: Trends / Landscapes / Animals / Pubs / Literary Quotes / News of internationally relevant awards.
Instagram
  • Tag #loveireland and @TourismIreland.
  • Review what we’ve posted / reposted before. Is your image or repost image of a similar quality?
  • Your image should be distinctly of the island of Ireland. Otherwise it doesn’t have a value.
  • Spend time each day browsing related hash tags and 'Liking' images you see there. This shows that you are engaged with the medium and understand the social aspect of Instagram. It can be a great way to increase visibility and gain new followers.
  • Strike a balance between reposting and original posts. Reposts are an excellent source of user-generated content and real-world advocates, but overuse might hint at a lack of originality.
  • When users comment on your images it is best to engage with posts that do not tag other accounts. Responding to comments where other users are tagged is intrusive and the social media equivalent of ‘butting in’.
  • Instagram is good for: Landscapes / Animals / Seascapes / Pubs / Cities / Reposting advocates.
Twitter
  • Tag @DiscoverIreland / @GoToIrelandUS / #loveireland.
  • Keep text in tweets short (this makes adding our message to retweets easier).
  • Always note location of image.
  • Review what we’ve tweeted before on the channels noted above and see what has performed well engagement wise. Is your image/content of a similar quality?
  • Keep the landscape or location the focus, not individuals. Selfies do not perform well.
  • Videos from Vimeo and YouTube do not perform well on Twitter. If you have a very strong video, we’d ideally need the original file.
  • Industry and non-consumer focused tweets should be shared with @media_tourismireland.
  • Twitter is good for: Trends / Landscapes / Animals / Pubs / Literary Quotes / News of internationally relevant awards.

What should you do now?
Send your stories for social to the following email address: ticontent@maxmedia.ie

Note: There is no guarantee of usage for content received.
 
Pinterest (US): TourismIreland
Instagram (Central):tourismireland
Instagram (Spain):descubreirlanda
Instagram (Italy): turismoirlanda