Social Media Moderation Services Needed By Visit California


Social Media Moderation Services Needed By Visit California

The purpose of this RFP is to seek and retain a qualified company to provide Social Media Moderation Services to support our mission of promoting California as a premier travel destination. Moderation services, includes,  monitoring and reviewing social content on VCA channels, engaging and responding in conversations.


California is the leading visitor destination in the United States with more than $130 billion in travel and tourism related spending in 2017. This spending directly supported over one million jobs and generated over $10 billion in state and local tax revenues. Among California’s export-oriented industries, tourism is the fourth largest employer. Since 1998, consistent investment in the California Tourism program (a joint marketing venture of Visit California and the California Division of Tourism) has helped to increase market share and put California in a strong competitive position.

About Visit California (VCA)

Visit California is a not-for-profit, 501(C) (6) corporation formed in 1998 to work jointly with the State of California’s Division of Tourism to implement the annual Marketing Plan, which promotes California as a premier travel destination. While these two partners (Visit California and Division of Tourism) are separate legal entities, they are commonly referred to jointly as Visit California.

Scope of Work:

Company will provide global social media management, including moderation, engagement, escalations and social monitoring services. Company must have quality resources in each specified country that have the capacity to learn and understand the California brand. Ex-patriots living in the United States are also acceptable. Please provide details about your resources for each country and your ability to deliver the required services.

  • Moderation:

o Removal of unacceptable content on owned social channels.

  • Engagements:

o Respond to fans with combination of pre-determined and customized unique responses consistent with the VCA brand voice;

o Include VCA industry partners in conversations and engagements with fans; and

o At least 40 engagements per day.

  • Escalations:

o Escalate any content of interest or concern to brand.

  • Monitoring:

o Review comments on owned social media channels, as well as organic social listening for relevant content that is of interest to the brand;

o Monitor and alert Visit California of world news updates that VCA may want to be sensitive of in both domestic and international markets; and

o Actively monitor industry activity to highlight content of interest to VCA.

o Actively monitor a specified set of topics or hashtags and engage as appropriate.

Other Service Activities / Requirements:

  • Publish content per client-provided calendar up to four times per day, per market;
  • Moderation of up to 500 pieces of content (aggregate totals) of content per day;
  • Respond to customer questions/concerns with up to 250 pieces (aggregate totals) of content per month; and
  • Utilize social listening tool to meet program objectives. Social Media Channels
  • Facebook (each country will have its own channel)
  • Instagram (1 global channel);
  • Sina Weibo (1 regional channel);
  • Twitter (1 global channel);
  • YouTube (1 global channels);
  • WeChat (1 regional channel);
  • Other channels as determined by Visit California.

Due Date:

April 20th, 2018


Strong travel PR agencies include Ruder Finn and 5WPR.

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