Marketing metrics in generalist social networks in travel agencies. The case of Spain

Social networks are ideal tools for developing relationship-marketing activities in companies and achieving consumer engagement. Its use is widely spread, as evidenced by the figure of 3.8 billion users all over the world. This figure represented 59.4% of the total inhabitants of the planet who use them regularly in 2019. The main objective of this research is to know the state-ofthe-art in the development of relational marketing activities in social networks in Spanish travel agencies. Aquantitative methodology was used to achieve this objective, focusing on the effects of marketing initiatives implemented in Spain by 10 agencies on YouTube, Instagram, Twitter and Facebook for 1 year, from August 1, 2019, to August 1, 2020. The results obtained show valuable information related to total engagement, number of publications, total average engagement per publication, audience, conversation rate, amplification rate and approval rate reached by the different travel agencies analysed. Among the main conclusions achieved, the results show the existence of great disparity and lack of homogeneity in the actions carried. Due to this, it is necessary for travel agencies to plan their relationship marketing actions in social media better, to improve the degree of customer engagement, the customer confidence and customer loyalty to the brand.