Active and Engaging Social Media Presence

Criteria Q&A

Why is my operator report showing "No Account Found"?

If you have a Facebook or Instagram account and it is entered correctly in ATDW, there may be other settings on your account that make unable to be assessed. The Best of Queensland Experiences Program relies on third party data provider, Meltwater, to collect data on operators' social media channels (e.g. posts, likes, comments). Meltwater in turn rely on the availability of data provided by Facebook and Instagram.

Unfortunately Facebook and Instagram do not share data where an operator’s:

  1. Facebook or Instagram may have visibility restrictions applied (e.g. it may be unpublished, have age restrictions or country restrictions)
  2. Instagram may not be a Business Account (and connected to Facebook)
  3. Facebook may not be a Business Page

In addition, in December 2018, access to operator’s Instagram information was restricted to only Business Accounts (see Criteria Updates).


Do I need to meet all three benchmarks? 

No, operators only need to meet two of the three benchmarks across one channel in order to meet the criteria. Operators who meet one benchmark on Facebook and one benchmark on Instagram will not meet the criteria. 


How were the social media benchmarks developed? 

Tourism and Events Queensland engaged industry experts, Digital Coaching International, to develop the social media criteria benchmarks. By looking at data from over 1,200 Facebook pages and 500 Instagram pages over a four week period, Digital Coaching International established the three benchmarks which represent best practice social media engagement for the tourism industry. 

Digital Coaching International have extensive experience working with small and large tourism business to improve their social media and operate Tourism Tribe, an online learning community for businesses.


What if my product is seasonal? 

Depending on your target market, consumers will be researching travel and looking for inspiration at all different times throughout the year. While your business may only operate during certain periods of the year, rest assured your consumers may be looking for inspiration at any time of the year and at any time of the day. An active and engaging social media channel all year round will ensure you are maximising your opportunities to engage with consumers and influence their travel decisions.


Are there any posts that aren't included? 

The Best of Queensland Experiences Program relies on third party data provider, Meltwater, to collect data on operators' social media channels. Meltwater in turn rely on the availability of data provided by Facebook and Instagram. Unfortunately, Facebook and Instagram do not share operator data on engagement through stories, paid advertising posts (different to boosted posts) and instant or direct messaging.