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CRISIS COMMUNICATION PLAN TEMPLATE
Montana’s Yellowstone Country Social Media Guidelines
Overview
Our primary focus is to showcase activities, events, and businesses across Montana’s Yellowstone Country, encouraging travel to the communities outside of Yellowstone National Park. Secondarily, we promote visiting Yellowstone during the winter and shoulder seasons, as well as keep the public informed of any Park-related news, events, and activities.
Content
Content is a mixture of inspirational photography, blog posts from Visit Yellowstone Country, events, and blogs from our local communities, plus news and information relevant to travel planning. Our social content is inclusive and welcoming for all races, genders, sexual orientations, and abilities.
Content is scheduled through Sprout Social, which calculates the optimal posting times depending on the day. This platform also serves as a listening tool for our tourism partners and stakeholders, so we can easily stay abreast of their social content and respond to comments and questions from our followers.
- Mine photography through CrowdRiff, changing the hashtags that are tracked to reflect the season. (Ex. Bridger Bowl in winter, rafting in summer.)
- One approved, photos go to the saved search, “Rights Approved, Not Yet Used.”
- Use camera icon for photo credit.
- Once posted, add keyword “social” and photos will automatically move to the “All Assets” folder.
- Post 5+ times per week.
- Post Localhood stories as needed.
- Share reels and stories from tourism partners, stakeholders, and influencers to our area.
- Hashtags: (TBD)
Facebook and Twitter
- Post 5-7 times per week, Sprout Social calculates the optimum time.
- Post weekly blogs from visityellowstonecountry.com, along with past blogs as relevant.
- Content should be a combination of links driving people to the website, inspirational photos, and news, events, and blogs from communities across the region.
- Engage and reply to comments and questions through Sprout Social.
- Our emails serve as mini travel guides to introduce and familiarize our subscribers with details about the area.
- Emails are sent each Friday at 10:30 a.m., except for the weeks during Thanksgiving, Christmas, and New Year’s Day.
- Topics range from current news and events to outdoor activities, itineraries, or showcasing unique businesses. The email content matches the blog, which includes a link.
Blog
- Create quarterly content calendar for blog and email based on current travel conditions, events, seasons, activities, and cultural opportunities.
- Blogs post on the website and social channels on Thursday afternoons.