Greece and Social Media

Greece. Despite the financial hardships and the politics surrounding the country, Greece is known for its beautiful islands, historic sites, and rich  culture (no pun intended). But in spite of the most recent financial issues in 2015, tourism has been relatively unaffected if not growing. How has the country been able to keep their tourism sector strong and what are some things that they can do to make it even stronger?

Greece is one of the most visited countries within Europe and is one of the most popular tourist sites in the world. It houses some of the world’s most ancient ruins such as the Parthenon and Delphi, as well as a vast number of beautiful beaches and islands such as Santorini and Mykonos. Tourism accounts for 17.3% of country’s GDP and represent about 19.4% of the country’s total employment.

Although the country has experienced tourism decline in the years of their economic crashes (first in 2008, then 2012), in their most recent bailout, they saw a growth in tourism with a total of over 23 million people visiting the country. Their most touristed areas ranked from high to low include Athens, Santorini, Mykonos, Delphi, Rhodes, and Corfu. These areas all dominate the coast and island areas of the country.

Currently in order to promote tourism and keep the sector one of the most important to the Greek economy, the country has taken several crucial steps. Greece uses dominant social media platforms, such as TripAdvisor, Expedia, Contiki, Kayak etc., to offer deals on vacations and hotels to countries everywhere where there is a relatively high percentage of disposable income such as the US, Europe, the UK etc. Furthermore the Greece National Tourism Organization (GNTO) started a social media campaign of 7.5 million euros to use social media to target different countries and promote travel to Greece. For example they expanded their page to offer new targeted languages such as Russian, Chinese, German etc. Additionally, they created joint advertising programs with major airlines and tour operators within France, Germany, and the Scandinavian countries to facilitate more tourism growth. For example the first thing that shows up when you google ” Greece” is the KLM or Royal Dutch Airline website, promoting its travel. Additionally we are seeing a growing presence of Greece’s popularity on platforms such as Facebook, Snapchat and Pinterest. GNTO continues to try and propel this tourism growth by attending tourism fairs and staying relevant by maintaining chic and modern accommodations.

However, in an article written by Kyriakou, Mpregkou, Blanas, Belias, and Koustelios, they look at how tourism in the country has been affected by social media and highlight the necessary steps in order to keep their tourist growth. They state that, “research shows that tourism related enterprises and corresponding governmental units do not take full advantage of its capabilities”. Therefore in order to take advantage of those capabilities some of the tips that Greece can use to further promote tourist growth using social media is:

  1. Use experiential marketing. Sell the various experiences that Greece has to offer and use social medial to personalize the experience to different customers. Highlight the aspects in which travel to Greece helps people become transformed personally, emotionally, and increase their information capital all while exploring a new place.
  2. Use influencer marketing from YouTube.  As I stated in my previous blog Youtube and the Beauty Industry , YouTube is a growing platform, with over a billion users, that has disrupted a whole industry. By incorporating travel to Greece in famous Youtber’s vlogs, conventions, and marketing trips(Such as Tarte in Bora Bora) the GNTO may be able to peak interest for tourism in a much broader target audience then what they currently have.
  3. Gain a stronger presence on Instagram.  The visitgreecegr and discover.greece Instagram’s are both unverified and only have 199k and 72.6k respective followers whereas has over 429k followers and that magic blue check-mark. By verifying their account as well as offering deals and giveaways for hotels and airfare can help their accounts gain virality (like the Sunny Co.’s red swimsuit) and more tourists.

Therefore in order to promote tourist growth in Greece, the GNTO should continue their social media tactics as well as use the three tips I highlighted to make it a top destination in the world.  AND if you haven’t already, try and take a vacation to Greece!

Below are some pictures I took on my trip in 2015

Glicorisa, Samos, Greece photographed by: Crisca Papatheodorou
Micro Seitani, Samos, Greece photographed by: Crisca Papatheodorou




Why Do Your Parents Use Facebook?

When did Facebook stop becoming cool? Probably when your parents joined and you gave them that mercy add of their friend request.

Social media websites and platforms have only been around for the last 10-15 years but it has made a huge impact on our day to day lives. From the way we communicate to the way we travel, social media’s presence is ever growing.  Because there are so many different forms of social media, the way it is being consumed is so vast that there are many differences among users by age and location.  So why is this important and what value does it give to you? Knowing the way each demographic consumes media has different business implications and changes the way business functions.

Let’s start with looking at how different age groups use social media. There are four main age groups that we are going to look at. Baby Boomers: Born 1946 to 1964, Generation X: Born 1965 to 1976, Millennials or Gen Y: Born 1977 to 1995 and Gen Z or Centennials: Born 1996 and later.

In a report created by the Pew Research Center, Andrew Perrin describes that although Millennials are still the most likely to use social media, usage among Baby Boomers as well as Generation X has increased significantly to where 65% of that population has adopted and currently use at least one form of social media. Furthermore among the ages, the way they consume and utilize that media is extremely different.

Baby Boomers as well as Generation X have been found to share the most content on Facebook and social media, and around 18% share content more than once daily.  Baby Boomers are 19% more likely to share content compared to all other age groups and the most popular forms of social media among Baby Boomers and Generation X are Facebook, Pinterest and LinkedIn.

Millennials are still the most likely to use social media with about 90% having presence on at least one form of social media platform and their demographic has the highest usage rate on 4 of the 5 main social media platforms(Facebook, Twitter, Instagram, LinkedIn and Pinterest). . Facebook’s largest user base is Millenians with the highest usage rate,  but Baby Boomers and Generation X-ers usage is steadily growing to be on par/ equal to that of Millennials and it is predicted that much higher activity will stemming from the older generations. Additionally, Millennials are more interested in creating original/ user generated content to try and brand themselves, and are moving towards platforms such as Instagram and Snapchat to do so.

Lastly Generation Z is a completely different social media users. Most of Generation Z does not have Facebook and mainly use platforms such as Instagram, Snapchat, and messenger apps. Furthermore, individuality is common theme and value that Gen Z values and thus platforms such as YouTube, Kik, and the now non-existent Vine were extremely popular among Gen Z.

Here, as well as the beginning of this post, is a highly informative info graphic that sheds more detail into each generational use of the different social media platforms.

So why is this usage important?

By knowing how each age group acts on social media, marketing towards them can be much more targeted an effective. For example if I wanted to sell a product or gain brand awareness for a product geared toward Generation Z, I would not want to be placing ads on Facebook where their user-base is weak. Knowing your audience and huge and by writing this I hope to help provide better insight into each age’s mind.