How social media contributes to place branding

Place branding involves a range of initiatives intended to increase the attractiveness of a geographic area. One of the essential components of an effective place brand is a coordinated communication strategy that connects with a diverse range of stakeholders. As digital technology disrupts the ability to control communications, social media is playing a central role in the reach, influence, and engagement with all communications, including place branding. This chapter examines the role of social media in place brand communications by capturing a sample of Instagram posts relating to the place branding of Oman. These posts are analysed to understand how their content has the ability to appeal to an audience and generate substantial engagement. The findings suggest there are several strategies that are useful for considering when generating place brand content, which have implications for how place brand managers attempt to extend their influence on online communications and engage with their audiences.