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Targeting the media

Tennessee’s website

In addition to helping convention and visitors bureaus promote their destinations, social media outlets have proved useful on the statewide level as well. The staff at the Tennessee Department of Tourist Development uses numerous services such as Facebook, Twitter and YouTube to drive consumer interest in visiting the state.

Tennessee is among the leading states in social marketing, using the brand “TN Vacation” in much of its material. The tourism department maintains a blog at, as well as Flickr, YouTube and Twitter accounts under the name TNVacation.

There’s a Facebook page for general tourism to the state, as well as a special Facebook page for each of the trails in the recently created Tennessee Trails and Byways project.

The tourism department is also branching out in a new direction online, creating a social media campaign to target travel journalists, who can impact the travel decisions of large numbers of consumers. They have launched a Twitter account to create a running dialogue with journalists and will soon follow it up with a Facebook page for media members.

Brian Jewell

Brian Jewell is the executive editor of The Group Travel Leader. In more than a decade of travel journalism he has visited 48 states and 25 foreign countries.