Social Media Strategy for Farmosa Holiday Tour (S) PTE LTD: A Report

This report analyzes Farmosa Holiday Tour (FHT), a Singaporean tourism company, and its strategic plan to leverage social media for promotional purposes. The company aims to increase awareness and attract prospects aged 35-65 in Europe, USA, Latin America, and Asia. The report identifies the challenges FHT faces, including competition and lack of social media presence, and proposes a comprehensive social media strategy. This strategy includes utilizing platforms like Instagram, Pinterest, Twitter, Facebook, Google+, and LinkedIn, with specific content and posting frequency recommendations for each. The report emphasizes the importance of evaluation and tailoring strategies based on audience engagement. The report also includes references to academic research supporting the recommended strategies.

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Farmosa Holiday Tour(S) PTE LTD’s (FHT) is a Singaporean tourism company. The
business is running successfully for last 35 years and has seen stable growth in the tourism
business. Presently, the tourism company is serving almost eighty thousand clients
annually.Member ofNational Association of Travel Agents Singapore (NATAS) and
International Air Transport Association (IATA), FHTmaintains all the features of a reputable
establishment. FHT, maintains its extraordinarylevel of quality product and cordialgenerosity,
and increasing the holidaymaker’sselection of leisure travel packages, air
ticketing,coaches,cruises, etc. FHT does not only specializes in offeringzero cost and easy tour
packages, it also specializes in organizing seminars and provides meeting packages for several
companies ( Chia & Synnott, 2012).
FHT is now planning to incorporate social media as their main promotional channel for
Europe USA, Latin America and Asia. Their sole purpose of social media advertising is to grow
awareness about their presence in the European and Asian tourism industry as well as being
noticeable in front of their prospects i.e. travel enthusiasts aging between 35 to 65 years.
Team FHT comprises high qualified,people-oriented and expert staffs havingthorough
knowledge of the tour business.With required information at their fingertips, theydevote
substantial time in establishing a chain of aims, plans and strategies for reaching the company’s
principal goals. The mission of the travel businessare designed by the Board of Directors. FHT’s
Board of Directors analyses and amendsits Strategic Plan annually (Wilcox, Cameron & Reber,
2014).

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Mission and Goal of FHT
Sole mission of Farmosa Holiday Tour(S) PTE LTD’s is to generate awareness amongst
target audience in above mentioned geographical locations and having a considerable amount of
prospects in next three months through their premeditated social media activities. Whereas its
goal is offering cost effective and exceptional experience that adds value to clients’ touring
experience.There are some obvious challenges for FHT to be able to reach its goals in these
regions. The reasons are:
 Several established competitors from which FHT will get tough competition
 FHT is somewhat newbie in the planned region
 Word of mouth still is considered as one of the main source of promotion in these
regions where FHT lacks big time
Presently FHT does not have any social media presence. To be able to achieve their
goals, FHT needs to consider the following social media channels and strategies applicable for
each of those:
All the social media channels must have its official logo as its profile picture, a striking
background picture along with the mission/vision statement of the tourism company as the best
practice. The company also needs to go ahead with specific campaigns to be able to get their
prospective customers notice in those geographic locations. Initially the company has to proceed
with paid campaigns and ads.
Instagram
Being imagery centric promotional medium, this social channel is highly effective in
getting prospects’ notice for several businesses likedecoration, cooking hotel and tourism. FHT

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being Tourism business, this social channel can bring great results for the company.Various
pictures of the targeted geographic location along with interesting facts, flyers and vacation
quotes can be of great help in grabbing prospects notice.Posting such elements two to three times
a day is preferable. These elements should be post at early morning time, afternoon and evening
or on late nights (Tuten & Solomon, 2014). Additionally, the pictures need to be posted
accordingly i.e. in the morning time pictures of sunrise or trekking in those specific locations or
pictures of sunset, shopping, boat riding etc. in the evening time. This way the company can
attain a good number of followers and activity on the channel where people will talk about the
company. Also the company can build a rapport with those prospects.
Pinterest
Strategy for utilizing Pinterest is similar to Instagram. As an additional marketing policy,
several quizzes and facts related to traveling can be added for prospects to answer those. This
eventually will trigger craving amongst them for traveling to those areas.Posting once or twice a
day can on this channel can be effective for FHT. This will help the company in
attainingconsiderable number of followers and noticeable activity on the channel where people
will talk about the company. The company will also get the chance of building rapport with those
prospects.
Twitter
This medium is great for short messages (worth of 140 characters) that invokes interest in
prospects mind. For FHT, the channel can be utilized for posting several pictures, quizzes as well
as holiday related quotes. Posting three to four times can be beneficial for the company to be able
to get qualified followers. Liking and rewetting their customers (in already established business
locations) will help prospects to understand the company’s status and what it can offer in new

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business areas.Posting three to four times a day can be effective on this channel (Leung et al.,
2013).
Facebook
To be able to utilize the most popular social media channel, FHT should open a page and
utilize multiple things like images, quotes, short videos, pictures of clients touring with FHT and
their words (these works magically for marketing) etc. two to three times a day. Creating a group
where prospects can talk about various destinations in the targeted locations is also great strategy
for FHT to consider (Rosman & Stuhura, 2013).
Google+
Indeed a great advertising tool that is in-synced with the search giant – Google. Prospects
can get all required information by visiting this channel of FHT. The company should consider
posting various pictures and join in groups related to tourism in targeted areas. This will help
FHT to market itself as well as build rapport with prospects. Posting 5-6 times a week can be
effective in FHT’s case. Later on this can be reduced down to two to three times a week
(Kiráľová & Pavlíčeka, 2015).
LinkedIn
Being provider of meeting and seminar and meeting spaces, FHT can capitalize the world
famous professional social channel to attract various establishments’ attention. Posting very crisp
and classy pictures, productivity related quotes related to importance of professional trips and
meetings are great. Creating a page with weekly one or two updates can be very beneficial.

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Evaluation of Social media plan
From the very beginning, all these channels need to be evaluated on a daily basis. It needs
to be noticed that which type of posts are getting maximum activities. Strategies can further be
tailored after having a better understanding of what prospects are liking the most and about what
they want to talk about the most (Kim, Lim & Brymer, 2015).

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Reference List:
Chia, J., & Synnott, G. (2012). An introduction to public relations and communication
management (2nd ed.). Melbourne:OxfordUniversityPress.
Wilcox, D. L., & Cameron, G. T., & Reber, B (2014). Public Relations: Strategies and
tactics (11th ed.). Boston: Allyn & Bacon.
Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, 165-171.
Kiráľová, A., & Pavlíčeka, A. (2015). Development of social media strategies in tourism
destination. Procedia-Social and Behavioral Sciences, 175, 358-366.
Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and
hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), 3-22.
Rosman, R. & Stuhura, K., (2013). The implications of social media on customer relationship
management and the hospitality industry. Journal of Management Policy and
Practice, 14(3), p.18.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.