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Content Analysis of Australian Tourism Facebook Page: A Case Study of Government Use of Social Media - Research Paper Example

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Gov 2.0 is not just about Government agencies using Web 2.0 technology as the name might be suggesting. Hence, we can say that Gov 2.0 is not primarily about social networking or use of technology…
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Content Analysis of Australian Tourism Facebook Page: A Case Study of Government Use of Social Media
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"Content Analysis of Australian Tourism Facebook Page: A Case Study of Government Use of Social Media"

Download file to see previous pages Social network sites such as Facebook, Twitter, etc. have changed the way people communicate and interact casually as well as professionally. The Government agencies also need to change accordingly if they want to stay in touch with their people. Although, the world was very fast to adapt to various social networking sites and the social media overall, the government agencies took very little steps towards using it. The social media has changed the way people go about their daily routines and it has also changed the relationship of a government and its citizens. Hence, various government agencies are constantly trying to have a presence in the social media. The tourism industry of any country needs tremendous support from the government and mostly governments are responsible for administering it. Tourism relies deeply on information sharing. Tourists before deciding on a particular destination research about it a lot through various means. People who travel for leisure take a lot of time on decisions regarding destination and stay details. More importantly, an interesting point to mention here is the fact that the industry of tourism comes under the services sector and hence, people here rely more on experience rather than information. Therefore, the principles of experiential marketing apply here more which would imply that marketing through word-of-mouth would be the best option. Social media is all about consumers sharing experiences and it can serve as a major source of marketing a certain destination. A facebook page that promotes tourism in Australia would not only provide invaluable information on Australia and its various outstanding locations, it would also persuade the consumers in making the decision. Consumers share videos, photos of various Australian locations that they found fascinating and they also share their experience with other visitors of the page, providing information and persuading at the same time. Australian Tourism fan page on Facebook Tourism Australia’s fan page on Facebook was launched in 2008. The page has more than a million fans now who constantly share their experience and their love for Australia with the rest of the world. Facebook has become a popular location for consumer interaction regarding various products. Thus, it also offers similar advantages to the Australian Government looking to promote tourism in Australia. Social networking sites, particularly, Facebook offers an easy platform to the citizens for communication with government authorities. The government can maintain a more active relationship with the citizens, increase level of trust, besides providing a reliable and easy mode of communication. Facebook can also help in filtering citizens, so that a certain specific audience can be reached. Moreover, campaigning, raising awareness and increasing the involvement of citizens is a lot more easy using fan pages of Facebook while the government can monitor the content of the page, services delivered, video, audio, interactive applications, polls, and other content. The content on the page could be published elsewhere with government consent on other sites and social media. The page see Australia is an excellent example of Government using Facebook to promote touris ...Download file to see next pagesRead More
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