Singapore and Dubai are two of the “top 10” tourist designations, across the globej. Singapore was 4th most visited city in the world while Dubai was 7th, in 2010. (enjoyourholidya.com, 2011) With such a statistics, stating that they are not tourism hubs par excellence will be an understatement. Dubai is world famous for “an arsenal of spellbinding real estate constructions”; while Singapore’s strength lies in its, cosmopolitan culture and status as a world class business hub.
Notwithstanding the geographical and cultural imparity, they share lot of similarities across various cultural, social & economical parameters. One of them is- they have visionary leaderships which emphasize on robust marketing of their respective states. Both Singapore & Dubai are among the most well marketed destinations, across the globe.
Twitter: an effective destination marketing tool
The advertisement & brand building across various industry verticals is being transformed, with digital / social media encroaching vigorously onto the space, so far dominated by traditional media. (Print, Outdoors, TV, Radio etc). The tourism industry has also not escaped from this new digital revolution lead by Social Media. These days Social Media plays a crucial role in various areas related to tourism, one of them being branding in the form of- showcase information, handle queries, contain negative perception etc. All the Social Medias, Facebook, Blogs, You Tube, Twitter etc play a pivotal role towards constructing the Brand Identity of a tourist destination.
One such platform is Twitter. As much 2011, it has 200 million users, with 100 million active & 50 million daily users (jeffbullas.com, 2011). It is this sheer number of users that makes this micro-blogging site a great digital marketing platform for tourist destinations. The following blog post will do a comparative analysis of Twitter account of two of the leading tourist destination- I Love Dubai (Dubai) & YourSingapore (Singapore). The tool used will be Tweet Stats & Klout.
Twitter statistics analysis
Fig 2: shows no. of Tweets for I love Dubai & YourSingapore over the period of last 19 months. Source: Tweet Stats
Fig 2: shows the aggregate daily tweets for both the pages. Source: tweet stats
Fig 3: shows the aggregate hourly tweets for both the pages. Source: Tweet Stats
Klout Score: measure of twitter account influence
Every social media channel has its influence. The social media platforms exercise its influence by motivating target audience to Retweet, Share, Like, Comment etc. The more the target audience engages in such activities, the more is the likelihood of influence. Klout is an analytical tool that helps, estimating the degree of influence for various social media platforms. It will be used in the given analysis, to compare the influence of the both the Twitter pages.
Table 2: compares the Klout scores, no. of people & topic influenced; for both the pages. Klout Score: measures the ability to drive action with the help of retweet and replies.
· Over all “YourSingapore” has a much better “Twitter Presence”, marked by a very high number of tweets in comparison with “I Love Dubai”.
· “YourSingapore” also receives a much higher engagement from the audience. This is reflected with the high percentages of Retweet & Responses.
· Notwithstanding, the zoom in mid 2010; the number of tweets has gradually dwindled henceforth for “YourSingapore”.
· In the past few months, both the pages have similar “Twitter Presence”. In fact it’s slightly favored towards the “I Love Dubai” page.
· When it comes to the “Klout Parameters”, there is high parity across the two pages.
1> Enjoyourholiday.com, 2011, available at <http://www.enjoyourholiday.com/2011/04/18/top-10-most-visited-cities-in-the-world / >
2> Jeffbullas.com, 2011, 11 new Twitter facts, available at http://goo.gl/FEsAo >