The Quarter II, 2012 How Social is Your DMO? – United States Tourism Office Edition rankings have been completed and published. And, for the fourth consecutive quarter, Florida has claimed the number one spot.
There were a few changes in the formula and weighting scale again this quarter. We have added Google+ and Pinterest into the measurement formula. We have also adjusted the scale for growth in terms of “Likes” and “Followers” via Facebook and Twitter. We also took a closer look at engagement in both of those applications.
We have added an “Engagement Percentage” for Facebook based on the new data that is publically available with the release of Timeline. See our past post for more on that here. Some Quarter Two highlights:
- The Top 5 are: Florida, Michigan, Virginia, Oregon and Colorado
- The “Movers” in the Top 25 include: Hawaii, moving to 6 from 14; Ohio, to 8 from 13; Oklahoma, to 9 from 16; Massachusetts, to 16 from 36; Wyoming, 19 from 26; Missouri, 23 from 28; and Utah at 23 from 30.
Congrats to the state of New York – number 7 in the rankings this quarter – for being the first US state destination to break the 1-Million “Like” mark last week. That is an incredible accomplishment!
Other accomplishments to note:
- Hawaii was the leader in our Facebook ranking scale.
- New York graded out best in Twitter.
- California leads the way in Flickr.
- Florida holds the number one spot in YouTube.
- Michigan had the best Google+ presence.
- New Mexico, who just missed the Top 25 with a number 26 ranking, leads destinations on Pinterest.
One other addition in this report is our All-Time Historical Rankings, which shows the ranking of each destination since we began our ranking scale in July of 2009.
Please review the summary for specific changes in the measurement formula. To view the full rankings for April 2012 visit this link. Please keep the comments and feedback coming, as we will continue to consider them in future measurements.