Abstract

In order to provide recommendations for improving the way in which destinations use social networks in their communication strategy, Facebook and Twitter  accounts of important Spanish tourist destinations were analysed, using online measurement tools. The results show that these destinations neglect to build a place-identity brand on the social networks and that interactive potential is largely wasted, especially in Facebook . The recommendation is to enhance user engagement by posing questions to them or posting photos, as well as focusing on brand communication, not only on disseminating tourist information.