Send us real moments from your tours. Your phone is all you need. You film the real moments; the social team turns them into posts.
Hold phone upright (vertical 9:16), not sideways. Fill the screen with the landmark and moment.
All our posts are made for phones. If we ever need sideways video for YouTube, we'll ask you first.
Keep clips short. Hold still for 3 seconds at the start and end so editors have clean handles.
Note where it is and what is happening. Example: "Muir Woods, guests seeing the big trees."
This is the best way to share footage. Clips retain 100% full 4K resolution without compression. The Social Media Team can immediately catalog and edit your files.
Keep HD enabled permanently so you don't have to toggle it each time:
Settings > Storage and Data > Media Upload Quality > HD Quality.
Send it straight to the Social Media Team. It goes to the front of the queue.
Check that story's shot list first, then upload to its folder in 24_Story Series.
Photos: send them to the WhatsApp Social Media Assets group.
Videos: upload through Google Drive or the portal link.
Review new photos and videos every day and move them into the right location folder (01–24).
01–24 location foldersEdit vertical clips, Reels and TikToks, make photo collages and prepare photos. Save approved, finished files here.
91_EDITED READY TO USETake the finished videos, collages and photos from 91_EDITED READY TO USE and send them to Untethered for scheduling, distribution and ads.
Once the posts are live, move the published files into the archive so nothing gets posted twice.
92_PUBLISHEDMove raw tour moments into organized folders, turn them into finished posts, deliver them to Untethered, and archive them cleanly without bottlenecks.
New uploads from tour guides arriving in WhatsApp or the 90_RAW UPLOADS Drive folder, every day.
Raw vertical video clips, tour photos, guest reaction clips and location notes from tour guides.
90_RAW UPLOADS through the portal link or the upload folder, and share photos in the WhatsApp assets group.90_RAW UPLOADS and file them in the right numbered location folder (01 to 24).91_EDITED READY TO USE.91_EDITED READY TO USE and sends them to Untethered.91_EDITED READY TO USE to 92_PUBLISHED.Every file in 91_EDITED READY TO USE has the place name readable on screen and no background radio music. Every link on a published post goes to dylanstours.com, never Viator, GetYourGuide or another booking site.
Blurry WhatsApp clip (sent without HD): ask the tour guide to upload the original to Google Drive.
Timely footage (special events, Fleet Week, the Blue Angels): skip the queue and go straight to editing.
Answers real traveler queries with clear imagery. High save rate from travelers researching their SF itinerary.
Send 3 or 4 photos of the same spot from different angles, with nobody blocking the view.
Timely updates build high engagement because travelers in San Francisco this week need real-time info.
Photos of events as they happen, like the Blue Angels, Halloween at the Wharf, or holiday lights.
Vertical reels with bold location labels generate viral discovery on TikTok, Reels, and Shorts.
A clean, steady first 2 seconds of the place, filmed vertical (5–20s duration).
Provocative travel questions spark discussion in comments, prompting algorithms to boost post reach.
The questions guests ask you most on tour. This format needs no footage! Send via WhatsApp text.
Curated neighborhood highlights route high-intent readers directly to comprehensive website guides.
3 or 4 photos of one area (the Wharf sign, the sea lions, the shop street), taken the same day.
Start with videos 01 to 05 on how to film and send your clips. The bonus and sample videos are extra ideas for great travel shots. Tap a video to watch it here.
Hold your phone up and down, not sideways, so the video fills a phone screen on TikTok, Reels and Shorts.
Use two hands, keep your elbows close to your body, and hold still for 3 seconds at the start and the end.
Send clips to the Social Media Assets group without losing quality: pick Document, or tap HD before you send.
Open the upload folder on your phone and add your clips in original quality, straight from your gallery.
Ask guests first, then film real reactions with slow, smooth moves at the big stops.
A quick vertical Short with simple ways to film a place so it looks inviting.
A beginner-friendly walkthrough of three easy steps to plan and film your first travel clips.
Tips for smooth, good-looking travel shots using just your phone.
Real San Francisco Shorts from other creators. Watch for the ideas: tall video, the place name on screen, quick cuts between stops. We never copy their videos.
By Danisol
By Kritika Goel
By The Traveller Twins
By Marissa Daily
By Josel
By TravelUSA_withme
Dylan’s Tours will use social media to become the most helpful local San Francisco planning brand, so travelers find and trust us before they reach an OTA.
Feed posts, Reels, TikToks, YouTube and Google Business Profile updates answer real visitor questions, show local knowledge and build trust. Stories handle most time-sensitive availability, approved offers, Group invitations and direct-booking links.
Every booking path leads to dylanstours.com, never Viator, GetYourGuide or another OTA. We measure saves, shares, profile visits, website clicks, inquiries and tracked direct bookings, not likes alone.
Each platform has one job. The map shows the job; the list below shows what that means for what we post.
dylanstours.com.| Who | Role |
|---|---|
| Joan | Strategy, systems, final approval |
| Patrick | On-camera storyteller for the Story Series; fact-checks scripts and blogs |
| Cris | Organizes and captures B-roll; about 5 hrs/week filming on tour |
| Aaron | Filming schedules and locations; about 5 hrs/week filming; may appear on camera; confirms availability |
| Tour guides and interns | Capture real tour moments |
| Social Media Team | Plans, edits, publishes, engages, finds collab creators, reports |
| Dan and Amy (Untethered Media) | Paid ads with Joan; transition support |
What it is. Patrick tells a short local story on camera. We pair it with a blog on dylanstours.com. Each story answers a question guests ask, or shows a place they’d walk past without knowing its story.
These pieces may not bring bookings right away. They give people a reason to follow us and trust our guides, and to book or recommend us later. They also go on the website so guests get a taste of what they’ll learn on tour.
Purpose: work out the format, quality, time per step and who does what, before we produce a larger batch.
| Role | Responsible |
|---|---|
| On-camera talent (all talking, studio and on location) | Patrick |
| Organizing and capturing supporting B-roll and photos | Cris |
| Scheduling, locations, and appearing on camera when needed | Aaron |
| May appear on camera | Dylan |
| Blog first draft (AI-assisted), talking points, process coordination | Joan |
| Fact-check of story and blog | Patrick |
| Confirming which tour visits the spot, and whether the stop is guaranteed | Aaron |
| Editing video, captions, cutting short clips, posting to social | Social Media Team |
| Uploading the blog to dylanstours.com and embedding the video | To be confirmed |
| Final approval | Joan, after Patrick’s fact-check and Aaron’s stop check. Dylan only for a new tour, price or claim not already on the website. |
24_Story Series in the Social Media Asset Library, one folder per story. Raw footage and photos stay visible in the story folder; finished edits go in its Final Edit subfolder.24_Story Series
└── Hoppers Hands
├── raw footage and photos (visible immediately)
└── Final Edit
Every blog says which tour gives guests the chance to see the spot, and whether that stop is guaranteed. Aaron confirms before publishing. Never imply a stop is scheduled if it isn’t.
Once the process works, the team (Dylan, Joan, Patrick, Cris, Aaron and the Social Media Team) sits down to build a 5-month production plan. It covers topics, related tours, filming needs, production deadlines and the publishing schedule. The goal is that 5 months of production gives us a full year of material to publish.
Our social media audit (July 2026 numbers, delivered to Dylan on Sep 27) showed strong content instincts but no clear path from a post to a booking. These are signals to guide testing, not permanent truths.
| Platform | Followers | Views | Engagements | What stood out |
|---|---|---|---|---|
| 4,354 | 102,716 | 135 | Lots of views, very little engagement; bio said “Book now!” with no link | |
| 5,716 | 36,696 | 397 | Our strongest channel; the Linktree in the bio is the working path to booking | |
| TikTok | 1,249 | 10,996 | 451 | “Alcatraz 101” reached 33.1K views, but the bio had no link |
Plain scenery posts got about 100 to 300 views each; videos with readable cover text got roughly 20 to 100 times more. That’s why every post starts from a traveler question with the place name or question on screen.
Two of Instagram’s top three posts were local history and our origin story, not tour content: the Coit Tower / Lillie Hitchcock Coit post (1,961 views, 21 shares) and the 2003 origin story (1,431 views).
The “Meet Jeffrey” guide introduction led TikTok and placed third on Instagram. Competitors can film the Golden Gate Bridge; they can’t copy our guides. We put guides on camera answering guest questions.
In July 2026, Meta Ads video creative generated reported revenue of $13,596 from $1,478 in spend (48 bookings, reported 9.20x return). One carousel test produced nothing. This is a promising signal, not proof that every video beats every carousel, so we keep testing creative by campaign objective and verified booking attribution.
Views without a link are awareness only. The profile and link checklist below comes before we scale output.
Who we learned from: Shoreline Sightseeing (staff-fronted recurring series and FAQ highlights per tour), Devour Tours (guides on camera sharing what locals know) and Chicago Architecture Center (one question answered per place). We copy the approach, never their photos or designs.
Our pages will keep the beauty of San Francisco, and add traveler questions, local tips, guest proof and guide-led posts that build trust and lead to bookings.
What we post on Meta now: mostly scenic destination clips and landmark posts with the site name only, some review content, and some promotional tour posts. In the audit, plain scenery posts got about 100 to 300 views, while posts with a clear question or story on the cover got far more.
| Content type | Now | Next | Why it works better |
|---|---|---|---|
| 1. Destination / vibe posts | Pretty location videos with the site name only, little context | Keep them, made intentional: place name on screen, best footage, one place per post | Keeps the beauty of SF, gives the feed atmosphere, good for reach |
| 2. Traveler questions | Limited; the takeaway isn’t always clear | Answer real visitor questions, experience-first, no hard sell | Builds trust, earns saves and shares, helps future guests |
| 3. Trip-planning guides | Not enough; more visual than useful | Practical carousels and Reels | Makes Dylan’s the helpful local expert; works well on Meta |
| 4. Guide / local expert posts | Some guide content, not systemized | Guides answering questions on camera, as a regular series | More human, gives the brand personality, hard for competitors to copy |
| 5. Guest experience / social proof | Some reviews and photos, not turned into content | Review-based posts and guest photos, with permission | Shows the real experience; supports bookings without feeling salesy |
| 6. Interactive posts | Limited | Polls, comparisons and “guess the spot” posts | Helps reach, raises engagement naturally, easy to make |
| 7. Soft tour promotion | Sometimes close to direct promotion; too much “book now” | Experience-led, with a subtle tour mention | Feels less like an ad and still supports bookings |
| 8. Story Series (blog + video) | None | Patrick tells a local story, paired with a blog and cut into short clips; mixed in regularly, with the 5-month production plan setting how often | Built for trust and follows, not instant bookings; shows what guests learn on tour |
Before: the post sold first. Line 2 asked people to comment LOMBARD for a booking link, the cover question was ours (“can you ride down it?”), and two text blocks competed on the video.
After: the traveler’s own question goes on the cover, the tips go in numbered comments, and the tour link sits in the last comment.
Before: five photos each carried small text, the caption described the tour, and there was no link.
After: one question in the middle of our real photos, the answers in numbered comments, and the tour link in the last comment.
We’re not starting from zero. The shared library already holds real footage, so the first weeks of posts can come from what we have.
| Drive area | What it is |
|---|---|
| #Social Media Asset Library Use this | The new, organized working library. This is the one we use. |
| Social Media Content | The legacy Untethered / historical source library |
| 123 Dylan’s Tours Master Folder | Broader company master storage |
How the library is organized: by tour, location, subject or experience, in permanent folders numbered 01 to 23 (for example 04_Muir Woods, 06_Golden Gate Bridge, 09_Fisherman’s Wharf), plus 24_Story Series with one folder per story. Legacy creator folders awaiting consolidation: Jeffrey, Jules, Roger, Sean, Barry, Cris and Aaron. These are not active sources; their content is reviewed and moved into the permanent folders.
What’s already there: Golden Gate Bridge (Vista Point, Marin Headlands, the Visitor Center and the bridge walk), Muir Woods, Fisherman’s Wharf, Painted Ladies, Twin Peaks, Sausalito, North Beach and Little Italy, the Mission, Ferry Building, Fort Point, Sutro Baths, Tunnel Tops (Presidio), Golden Gate Park, Cable Car, Wine Country, Fleet Week 2026, Boudin Bakery, plus “Best for Blogs” and “Where to stay in SF” for website and neighborhood posts.
90_RAW UPLOADS for full quality. For a bulk upload, create one new subfolder for the batch.Every permanent folder follows the same shape:
04_Muir Woods ├── photos and videos (visible immediately) └── Final Edit
Raw and original assets stay visible in the main folder. Finished edited versions go in the Final Edit subfolder. Don’t create extra layers of subfolders. The one exception is 24_Story Series, which holds one folder per story, each with the same shape.
All social content follows the Dylan’s Tours Brand DNA Guide for typography, colors, hierarchy, logo treatment and mobile-safe design. This plan doesn’t repeat it; the essentials:
#009CDE#FCDA00#FFFFFF#DC4129Every major Reel, TikTok, Short and carousel cover tells people the topic before they watch. Readable covers were one of the clearest findings in our audit.
Dylan’s Tours should feel like a trusted local San Francisco guide first, and a tour seller second. Travelers need to trust Dylan’s before they compare us against Viator, GetYourGuide or other OTA listings.
This is not a rigid “sales only go in Stories” rule. An occasional promotional feed post or Reel is fine when the offer is genuinely useful, visually strong, or tied to a real planning need. Just don’t turn the feed into offers.
Reels are strongest for reaching people who don’t follow us yet, local visual discovery, fast practical tips, “you didn’t know this about SF” content, guides answering questions, and scenic clips with the place name on screen. Original, native-looking short video from our own team works better than polished, generic ads.
Feed posts should be useful enough to save or share later. They last longer than Stories, and they are what someone scrolls through on our profile before deciding to book.
Stories are temporary, casual and full-screen: the right place for time-limited offers, interactive stickers and website links. Most of our direct conversion activity happens here.
Only use “limited,” “filling,” “last seats,” “today” or similar urgency language after the current Peek / Ventrata inventory has been checked the same day. If it isn’t confirmed, use neutral wording such as “See upcoming departures” or “Plan your Muir Woods visit.”
Publish only after the final package, eligibility, booking restrictions, tracking code, official rules, winner-selection process and Facebook promotion disclaimer are approved.
| Story type | Share |
|---|---|
| Interactive and community | |
| Behind the scenes and personality | |
| Useful planning reminders | |
| Direct offer or verified availability |
TikTok is a priority discovery channel for travelers researching San Francisco through short video. Dylan’s plan puts it at the core. Which audiences it actually converts (age, inquiry quality, booking value) we’ll learn from profile-link traffic, “How did you hear about us?” answers and tracked UTMs, rather than assume.
Two traveler-question videos for every one place or vibe clip for the first six weeks. Then review watch time, saves, profile visits, site clicks, inquiries and booking signals before locking the mix.
dylanstours.com.Q&A only. Planning guides travelers find when they search, and they keep working for months. No vibe clips here.
Both Q&A and vibe clips. The same vertical videos as TikTok and Reels. Where a long guide exists, the Short points to it.
dylanstours.com page, with a UTM tag.Travelers searching “Muir Woods tour” or “tours near me” on Google Search and Maps see our Google Business Profile before our social pages. It takes almost no extra work: the best feed post each week gets reposted here.
dylanstours.com page, tagged with the UTM convention in Section 18.Before changing the address on Facebook, Instagram, Google Business Profile, Google Ads, website footers or map links to 490 Jefferson, confirm Dylan’s approved public-address transition plan. Until then, don’t change public location information just because the storefront is planned. This keeps guests from being sent to a shop that isn’t ready.
Where we are. Our first Instagram collab has passed 7,000 views. Cris set it up after the creator reached out to us.
What Dylan wants. One to two collabs a week. Creators won’t always come to us, so we find them and reach out first.
The offer. A free tour seat (plus a guest where it makes sense) in exchange for an Instagram Collab post that shows on both accounts.
Who we want. Creators whose followers are planning a trip to San Francisco: itinerary, road-trip, first-time-visitor, budget and solo travel, landmark and photo-spot creators. Not Bay Area lifestyle accounts whose followers already live here. Audience fit matters more than follower count.
Hi [name]! Loved your on [topic]. We're Dylan's Tours, a local San Francisco tour company for 20+ years. We'd love to host you on our [tour] in exchange for a Collab post. Open to it? Happy to share details.
Track it. Every creator goes in the Hub’s COLLABS tab, from Found to Results logged. Log views at 48 hours and 7 days, saves and profile visits.
One Muir Woods visit can feed every platform:
| Platform | What we post | Where it leads |
|---|---|---|
| TikTok | “Muir Woods: 3 things to know” question video | Link in bio, pinned comment |
| Same video as a Reel; a Story with a link sticker | Link in bio, Story link | |
| Q&A post with the full answer | Blog link in the first comment | |
| YouTube Shorts | Same vertical video | The long Muir Woods guide |
| YouTube long | Part of “How to visit Muir Woods” | Link in description to the Muir Woods tour page |
| Google Business Profile | The Facebook Q&A post as an update, with a Muir Woods photo | “Learn more” or “Book” button to the Muir Woods page |
| Website | The long video embedded in the Muir Woods article | Booking on dylanstours.com |
| Content type | Share | Purpose |
|---|---|---|
| Helpful, educational, entertaining, local | 70% | Earn attention, saves, shares and trust |
| Social proof, guides, behind the scenes, community | 20% | Build credibility and human connection |
| Direct promotion, booking or offer | 10% | Turn interest into action |
This follows the common value-first “4-1-1” rule: four educational or entertaining posts, one soft promotion, one direct promotion.
Even then, the heavier push goes through Stories and paid retargeting, not the feed.
Open CONTENT PIPELINE first. Fast-lane items and strong submissions get first claim on this week’s slots.
Review the next 7 to 14 days of tour capacity, seasonal events, blog and SEO priorities, shop updates, Facebook Group questions and recent top posts. Choose 3 to 4 Reels / Shorts / TikToks, 2 feed posts, daily Story themes and 1 Google Business Profile update. Log planned items in ClickUp.
Create question-led vertical clips. Add cover text, captions, subtitles, the place name and a soft call to action. Post the same core vertical clip across TikTok, Instagram Reels, Facebook Reels and YouTube Shorts where it fits. Publish Stories using verified current information.
Best Reel / TikTok by watch time, shares, saves and profile visits. Best Story by link clicks, replies and sticker engagement. Best feed post by saves, shares and meaningful comments. Booking and inquiry signals from UTM links, promo codes, DMs and “How did you hear about us?” answers. For each, decide: repurpose, improve, test with paid spend, or stop.
Send Dylan the week’s finished videos so he can confirm the direction (first few weeks).
Start with consistency; don’t set a target that forces low-quality or repetitive posts.
| Channel | Starting weekly output |
|---|---|
| TikTok | 3–4 videos |
| Instagram Reels | 3–4 videos, usually repurposed from TikTok |
| Facebook Reels | 2–3 repurposed videos |
| Instagram / Facebook feed | 2 posts or carousels |
| Stories | 4–6 active days |
| YouTube Shorts | 2–3 repurposed vertical clips |
| YouTube long video | One strong planning video every 2–4 weeks, when we have enough useful material |
| Google Business Profile | 1 update; aim for 3–5 new photos in active weeks with good material |
This is an example rhythm, not a fixed calendar. The Social Media Team adjusts it for season, footage, performance, events and booking needs.
“Fisherman’s Wharf vs. North Beach: where should you stay?”
GoalDiscovery, hotel-planning authority
“3-day San Francisco itinerary for first-time visitors”
GoalSaves, shares, support for website articles
Poll + question box: “Muir Woods, Alcatraz, or both?”
GoalEngagement, learning what guests ask
“What Muir Woods looks like at 9 AM”
GoalInspiration, product awareness
Approved guest review with a photo of the stop
GoalTrust
Upcoming departures (verified), direct booking call to action
GoalConversion
“Three mistakes to avoid on your first SF trip”
GoalDiscovery, planning value
What the Social Media Team can publish on its own, and what needs approval first.
| Content type | Examples | Can the Social Media Team publish? | Approval needed from |
|---|---|---|---|
| Standard helpful content | Neighborhood tips, hotel comparisons, local history, guide facts, place clips | Yes if fact-checked and using approved assets | No extra approval |
| Social proof | Approved review quote, guest photo with permission, guide answering a question | Yes | Joan, if it’s a new type |
| Routine Stories | Polls, question boxes, reposting an approved Reel | Yes | No extra approval |
| Time-sensitive availability | “Tomorrow’s departure,” limited seats, last-minute openings | Only after a same-day inventory check | Aaron, Rhona or the authorized reservations lead |
| Pricing, discounts, pickup offers | Direct-booking perk, sale, package price, hotel pickup | No | Dylan or Joan; check with Aaron / Rhona if capacity-related |
| Giveaway content | $99 package, winner announcement, rules, terms | No | Dylan / Joan |
| New tour, product or partnership | Lombard Leap launch, Take the Plunge, new Wine Country itinerary | No | Dylan / Joan |
| Shop opening or address | 490 Jefferson opening, hours, location | No | Dylan / Cris / Joan |
| Sensitive events or complaints | Safety, weather disruption, bad review response, community issue | No | Dylan / Joan / Rhona as appropriate |
| Paid boost or campaign | Boosting an organic Reel, creating a campaign | No | Joan + Dan / Amy |
| Guest-generated content not yet cleared | A guest’s photo, video or testimonial | No | Permission from the guest and the content owner before publishing |
| Free collab tours / creator partnerships | A free seat in exchange for an Instagram Collab post | No | Joan (seat confirmed by Aaron or Rhona) |
| Story Series blogs that name a tour or tour stop | Hoppers Hands and the stop at Fort Point | No | Joan, after Patrick fact-checks and Aaron confirms whether the stop is guaranteed. Dylan only for a new tour, price or claim not already on the website. |
| Format | Level of direct selling | Sales role |
|---|---|---|
| TikTok | Low | Soft call to action; link in bio and a pinned comment naming the matching tour |
| Reels | Low to medium | Soft call to action; show the experience; top performers become paid tests |
| Feed post | Low to medium | Occasional launch, testimonial, or seasonal or planning-led offer |
| YouTube long | Low to medium | Link in the description to the matching tour or guide page |
| YouTube Shorts | Low | Point to the long guide or our channel |
| Google Business Profile | Low to medium | Useful update with a “Learn more” or “Book” button |
| Stories | Medium to high | Verified availability, approved offers, links, direct booking reminders |
| Facebook Group | Very low | Help first; recommend a Dylan’s tour only when it fits |
| Paid ads | High | Retarget website visitors and high-intent audiences with direct booking messages |
| Medium to high | Personalized booking, cross-sell, repeat and referral offers |
dylanstours.com booking or planning pagedylanstours.com pageEveryone uses one format, so nobody invents their own:
?utm_source=[platform] &utm_medium=organic-social (or gbp for Google Business Profile) &utm_campaign=[topic-or-series] &utm_content=[video-or-post-name]
Example for an Instagram Reel:
dylanstours.com/[muir-woods-tour-page]?utm_source=instagram&utm_medium=organic-social&utm_campaign=muir-woods-planning&utm_content=three-things-to-know-reel
dylanstours.com booking page, lead capture page, Facebook Group or DM path, never an OTA.| Goal | Better metrics |
|---|---|
| Discovery | Reel and TikTok reach, non-follower reach, watch time, shares, profile visits |
| Authority | Saves, shares, meaningful comments, Facebook Group joins, guide downloads |
| Trust | Engagement on review posts, DMs, repeat viewers |
| Conversion | Story link clicks, booking-page visits, promo code use, tracked direct bookings |
| Learning | Questions asked, common objections, best-performing places, tours and topics |
| Content production | Usable new assets added to the library; number of tour guide and team contributors each month |
| Content reuse | Assets reused across several channels; top-performing places and topics reused in new content |
Try every format rather than relying on just one, and let these numbers show what works.
Social Team SOP
Playbook for the Social Media Team | In order of importance. Sections 1 and 6 apply to every single post. Our primary mandate is turning raw guide footage into qualified website sessions and direct checkout bookings on
dylanstours.com.1. The #1 rule: does this answer a guest’s question, or show a place worth seeing?
Most of our guests visit San Francisco once, maybe twice in a lifetime. We are not building repeat customers. We are reaching people while they plan that one trip, and planning a trip means asking questions: Where do I park? Is it worth it? How much time do I need? What's it really like?
A post that answers one of those questions gets found, saved and shared. When that person is ready to book, they book with whoever helped them. A sales post answers nothing and gets scrolled past. This is the most common mistake social media managers and business owners make: selling in the post. Our posts answer the question. The selling happens quietly through the funnel (the comment link, bio link or Story sticker), never in the post itself.
The 2-Question Test (Every post must pass both):
Answer posts in practice
Section 1 Execution Rules:
2. What goes on each platform
Two content styles: experience-first question and answer (a real traveler question, answered from the tour, no hard sell) and destination or vibe clips (one place, its name on screen, no talking needed).
Platform by platform
dylanstours.com, never Viator or GetYourGuide.3. Funnels: how each post leads to our website or a booking
Every post has one next step and one place it sends people. These are the paths we use:
Photo Collage to Website Article
Photo collage with a title, a one-line caption ("Full list in the comments"), then the first comment links to a full article on dylanstours.com. Each click sends visitors to our site and helps it rank on Google. Best on: Facebook.
View Live Post Reference (Facebook) ↗Answers in the Comments
A photo collage asks a traveler question ("Where to park for the Golden Gate Bridge?"). The caption says "Answers below". Each answer is its own numbered comment. Comments push the post to more people. Best on: Facebook, Instagram.
View Live Post Reference (Facebook) ↗Question, List in Comments, Then a Link
Collage or text card asks the question, numbered comments answer it, and the last comment links to the matching blog post or tour page ("Want us to drive you there? Book the Half Day tour: link"). Best on: Facebook.
View Live Post Reference (Facebook) ↗Frictionless One-Click Conversion
Video or photo with a short caption and the link right in it ("Experience Muir Woods with us: link"). Simplest path, one tap. Best on: Facebook and YouTube descriptions. Not TikTok or Instagram captions, where links can't be clicked.
View Live Post Reference (Facebook) ↗More Funnels:
dylanstours.com(or our own blog), never Viator or GetYourGuide; and each link is tagged with the platform and post name (for example?utm_source=facebook&utm_medium=organic-social&utm_campaign=muir-woods-parking&utm_content=[post-name]) so we can see which posts bring visits and bookings. A blog funnel only goes live once the article is published on our site.4. Saving footage
Tour guides upload to the Drive folder (
90_RAW UPLOADS) or post in the WhatsApp group. Every work day, the Social Media Team checks both and moves useful originals into the correct 01–24 folder; finished edits go in its Final Edit subfolder.5. How a post moves through the Hub
Only approved posts go on the CALENDAR.
6. Before anything is posted (checklist)
The Social Media Team must verify all 9 items before scheduling or publishing:
7. Ideas from what our tour guides have already shared
Who to ask