Does Tourism Australia have the world's biggest social media team?

Tourism Australia has released a fascinating study of their success in using social media to raise awareness of Australia as a travel destination, including a guide to how other organisations can use similar approaches to build engagement online, espousing principles such as:

• Create platforms that your fans can build on 
• Make your advocates the heroes 
• Surf waves (both big and small)
• Make stories social, and to
• Test and learn

The study contains some great insights. 95% of content in their social media platforms is contributed by fans, the See Australia Facebook page's 4.1 million friends have 457 million friends and Tourism Australia tries to act as Yoda, rather than Luke Skywalker (see the study below for an explanation).

The World's Biggest Social Media Team from TourismAustralia