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In 2012 alone, it grew its fan base from 1.2 million to 4.1 million and launched social media campaigns that elicited 1 million views a day.
Australia does well on other social media platforms, too, but Facebook still delivers “the best reach, engagement, and conversion,” says the country’s tourism agency.
Aussie dominance on Facebook is all the more impressive given that the travel sector as a whole is behind other sectors when it comes to social marketing.