The social media landscape is fragmented. In addition to big players, there are many platforms for different target groups with different focus and functions as well as for a large variety of niches, user groups and interests.

Platforms such as Instagram, Twitter and YouTube or even blogs as well as all other possible channels are not covered by this guideline and the recommendations made by headquarters. The primary goal is to prepare travel agencies for their first steps in the most important platforms Facebook and XING/LinkedIn. The use of other channels can then be addressed in the next step.

2.3 ONLINE VISIBILITY AND FACEBOOK REVIEWS

For travel agencies, local visibility and findability on the Internet is particularly important. Headquarters consider it very important that travel agencies are visible on a local scale. For this reason, you should maintain and always keep up-to-date the presence and location of your travel agency on review portals, such as Yelp, and information about it on Google My Business, Yellow Pages, etc., in addition to the profiles on Facebook and XING/LinkedIn. Reacting to reviews is important. More information to the significance of online findability can be found in the SEO manual.

User reviews of companies and company pages on Facebook influence how other people perceive a company, and they are important for ranking and findability of the page within Facebook. But these reviews do not only play a role within Facebook. Reviews from within Facebook are also shown on Google, for Facebook search results and together with Google's information about a company.