To build a working strategy for your social media adventure tourism campaign we suggest following a process that will help you structure your campaign and make informed decisions regarding content and form.

For Social Media in the Wild we created a project plan and it is based on this plan that we make the roadmap recommendations. Our experience took us from understanding our branding values in context to an online campaign that eventually went beyond social media engagement.

In short, we moved from starting and joining conversations to identifying valuable business intersections that we are now using to build the future of the destination, and this process is what we will share with you over a series of roadmap related posts.  Each post will be one stop in the road, so to speak.

Thus, we will take you through a series of posts that will suggest good practices based on our key learnings from our own social media project, and among our main points are:

- Know your brand values in contexts
- Develop a concept for strategic engagement
- Target ambassadors & influencers
- Create and execute content
- Identify high value intersections
- Take the relationships beyond social media

We will expand on each of these topics and also add our thoughts about tools, content production, tracking, and running a competition, while giving examples along the way from our own case study and the cases of industry social media peers.

Also, we are not suggesting that the roadmap we’ve used is universally applicable for every tour operator and destination out there, but we believe that our experience can help you better understand what to do and not to do in order to meet your social media goals.