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2015 in Review: A Social Media Benchmark & Content Summary for the DMO Industry

2015 in Review: A Social Media Benchmark & Content Summary for the DMO Industry Doug Schumacher
In this report we look at the fan counts, posting habits, engagement levels, and content themes of the top DMO’s in the US for 2015. We’ll analyze 9 category leaders: Go Hawaii, I Love New York, Pure Michigan, Visit Florida, Visit Colorado, Visit California, Texas Tourism, Alaska Travel News, and Explore Georgia.


  • Facebook is the leading network in fan count, with 59% of the average.

  • Instagram is the fastest growing network at 345%.

  • Twitter is the preferred network for posting, with 58% of the average posts on the network.

  • Fans are engaging primarily on Facebook and Instagram. Facebook accounts for about 59% of average engagements and Instagram accounts for about 43% of the average.

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Doug Schumacher is the co-founder of social media content strategy tool Zuum. Zuum reveals a number of key insights into what type of social media content will generate maximum impact for a given industry. His interactive career began in 1996...

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