Trends Q: How frequently are resorts posting on Facebook in 2014 compared to previous years?

In Stashes past, we’ve promised to circle back around and update our numbers. One of those analyses covered how often resorts were posting on Facebook. In April of 2013 we guessed “growth [would] slow significantly, or even drop slightly.” So, were we right? Are resorts posting on Facebook more or less this year compared to last?

The Goods
To find our answer we looked at over 450,000 Facebook posts from over 400 North American resorts since 2008. We grouped them by date and found the average number of updates a resort posted during each month. We double checked our analysis against the number from last year to confirm we were comparing apples to apples and this is how it shook out.

Despite the spike in 2012 the overall monthly average actually was nearly even between 2012 and 2013. In 2014, the peak posting rate was only slightly below that of 2013 and the overall average followed suit, dropping 2.3%.

What This Means
First, the trend we saw in 2013 seems to be holding true. Posting pace has remained nearly level with just a slight drop overall. We’d expect much of the same for the rest of 2014 and into 2015.

Despite the growth of other networks, despite uproar over decreased reach, despite a dozen other factors, there seems to be a maturity and consistency developing in the way resorts are using Facebook. In an industry that changes as quickly and sporadically as social media, that’s a little surprising to see.

Seven Days to Go
In just seven more days we’ll publish another, simple resort marketing insight like this one. Stick your email below to be notified when it drops.