Own Your Presence
The first step to increasing your impact is to identify and maximize what you do with the online channels that you can fully own. These are things like your website or platform, Facebook page, Instagram Feed, LinkedIn page, and potentially others. Brand these and create cohesion that helps a visitor feel like they all belong together.
Be Where Your Community Is
Find out where your community members are and make sure that you have a presence there. You may not be able to visually brand these spaces, but by being present, you can set the tone for how the community perceives you. Use a consistent voice and communication style to build your equity with those that are part of your target in-group.
Leverage Other Tools
When it comes to increasing your impact, don’t reinvent the wheel. For example, if there are hundreds of reviews for your attraction, place or destination on TripAdvisor, don’t try and recreate that elsewhere, use what’s there. Make the most of services that are already doing the things you want and find ways to use that information or data.
Make it easy for members of your community to speak with you. Don’t just talk at people, listen and respond. Allow space for engagement as a two-way street, share with others and allow them to share with you. At some point, we all want to know that we can be heard. Giving a voice to your community lets them know they belong.