Social Media Audit

I gathered the following information from looking at Airbnb and their social media presence. The
target audience for Airbnb would need to be There is no specific gender that Airbnb is trying to
reach because anybody could stay at the homes. Airbnb promotes homes all over the world on
their social media platforms so that more people can interact and be informed. There is a sense
of inclusiveness with Airbnb because of how they are worldwide, gender inclusive, and age
inclusive. To reach their target audience and share the message of showing the types of
locations they have to rent, Airbnb posts different photos of their nicely decorated places and
their nice views to encourage viewers to want to rent them. Airbnb does a good job marketing to
all different people, which allows for them to have a larger pool of customers. They do this by
using all different social media platforms which draws in a larger range of people.

Social Media Content Followers Recommended Data

Platform & Actions
Following

Youtube This page 225k Post more On average

almost seems subscribers frequently. there are 2-4
like a travel vlog. Perhaps an videos posted
additional once per month
or twice a providing tours
month. of different
locations.Within
the last 4years
their posts have
increased in
quality and
frequency
monthly.

The first video

was posted 10
years ago.

Currently Airbnb
has 478 youtube
videos.

Instagram The instagram 4.7 million Post more There are

page showcases followers and videos providing currently 2,800
a variety of following 1,580 tours of the total posts.
different homes accounts. rental homes
and locations. rather than only There are posts
The Instagram providing photos approximately
page gives off a of aesthetically twice a day on
cozy and warm pleasing parts of average
vibe. This is the homes. between their
 where they post last two weeks'
most frequently. posts.
The use of the There is no
Instagram story distinct pattern
is strong. Strong between posts
posts made, that get 30,00
however only plus likes
photos are used, compared to
no videos are posts that
shared. receive around
7,000 likes.

Twitter On their Twitter 728.6k followers To increase this There have

page there are and following platform, Airbnb been 2,862
photos of homes 20.8k people. should begin to photos and
shared, however make posts videos shared
most posts are more frequently. and 43.5k
articles that tweets sent out.
were shared
discussing all
things Airbnb
related.

This account
does well with
making posts
that require the
audience to
interact and
respond.

Facebook On Facebook 16 million friends To improve this Posts are more

Airbnb does social media informative and
more posts platform Airbnb campaign
about raising needs to related, rather
awareness for become much than showing
social issues. more consistent homes.This
There is more of with posting. account
a mixture in There is very comments and
types of posts little content and communicates
made on use on this with people
Facebook. platform. much more than
on other
platforms,
however it does
not where the
most content is
located.

The last post

 was July 22nd.

Summary

Overall, throughout a variety of different social media platforms, Airbnb has a strong presence.
There is an overall theme that flows throughout all of the accounts. Airbnb has created a big
name for itself, making it a well known company. This includes likes, comments, reposts from
viewers on all social media platforms. Increasing their engagement with the audience helps to
continue to get the brand name out there. Posting different things online that allows their
followers to interact is helping them to increase their social media presence on all platforms.

Objects-increasing followers

Strategy- how u do it; create video

Tactic- action of creating video