The July "How Social is Your State DMO?" rankings have been completed and published. And, for the first time in almost two years, we have a new number one. Florida has edged out Michigan for the number one spot this quarter. It is only the third different number one since the rankings began in July of 2009. Pennsylvania ranked first in the initial ranking, followed by a run of 8 consecutive number ones by the state of Michigan. Now Florida leads the pack in the second quarter of 2011.
There were a few changes in the formula and weighting scale this quarter. We did, and will continue to, place more emphasis on engagement. The scale was also adjusted to accommodate the growing number of ‘Likes’ and followers being amassed by the leaders in the group. Currently, six destinations have reached more than 100,000 ‘Likes’ on Facebook. Michigan, Colorado and Florida have surpassed the 200,000 mark.
Areas where engagement was measured included Facebook, Twitter and blog posts. We utilized several different metrics to establish scores in those areas. Also, for the first time, we attempted to score mobile apps in the Android and Apple platforms.
-The top 5 include: Florida, Michigan, Colorado, Virginia and a tie between Tennessee and Oregon.
- The “Movers” in the Top 25 include Tennesee, moving to number 5, up from 7; Louisiana at 9, up from 20; Arizona at 11, up from 15; Illinois 13, up from 18; Idaho at 17, up from 28; and Missouri at 25 up from 41.
Please review the summary for specific changes in the measurement formula. To view the full rankings for July 2011 with a sharing friendly link, visit: http://budurl.com/HowSocialStateDMO10. Please keep the comments and feedback coming, as we will continue to consider them in future measurements.
The next state DMO study will be published in October. Thanks again to @lbach22 for her hard work on the rankings. For more info on social media and tourism, be sure to follow Dave Serino on Twitter: @GammetGuy and fan Gammet Interactive on Facebook: www.Facebook.com/Gammet